Burberry has introduced a new fragrance, Her, with a campaign fronted by British actress and model Cara Delevingne that includes interactive Snapchat and Instagram features.
Her launches this month in Burberry stores and online, as well as at specialty beauty retailers and department stores worldwide, and Delevingne has been shot in the London-based campaign by photographer Juergen Teller.
To accompany the campaign, Delevingne recorded her own version of the classic Maybe It’s Because I’m a Londoner song to act as the soundtrack, and Burberry has also created a custom Snapchat lens, Geo-targeted Snapchat filters around London and Burberry Her Giphy stickers for both Snapchat and Instagram.
The fragrance was created for the house by master perfumer Francis Kurkdjian and comprises a burst of red and dark berries, with floral notes of jasmine and violet at the heart, and a base of dry amber and musk.
“Her Eau de Parfum by Burberry is unique because it is a memorable signature. To achieve that, you need a strong accord, an olfactive story that translates your vision. The combination of these sunburst berries and British spirit blended with the ambery musky accord brings this very unique signature. You can immediately recognise when someone is wearing it. It’s a signature scent,” Kurkdjian explained.
The new bottle is inspired by the archival design of Burberry’s first fragrance, ‘Burberrys for Men’, which launched in 1981. Made from smooth curved glass, the bottle can be personalised with engraved initials on a gold charm around its neck.
As well as the Eau de Parfum, the collection also comprises body lotion, shower gel and perfumed deodorant.