In an epochal move, Burberry has embarked on an eco-conscious sojourn, unveiling Burberry Goddess, its debut fragrance, housed in a refillable bottle. The celestial elixir, poised to take the world by storm, is made possible under the guardianship of Coty. The grandeur of Goddess is mirrored by the luminary gracing its campaign, the captivating Emma Mackey, renowned for her portrayals in “Barbie” and “Sex Education“.
For Burberry and Coty, this revolution in packaging signals not just a momentous accomplishment but also serves as a testament to their commitment towards sustainable practices. The packaging, while playing the instrumental role of preserving the divine concoction within, also carries the weight of Burberry’s eco-footprint. Refillable bottles are an emblematic initiative under Coty’s sustainability strategy, serving as a beacon, encouraging consumers to relish luxurious fragrances while making environmentally judicious choices.
The choice of Mackey as the face of Goddess is no serendipitous coincidence. Her embodiment of confidence, strength, and empowerment makes her the perfect representation for the fragrance. The campaign has been crafted by with an artful blend of live footage of lionesses in their natural habitat and state-of-the-art CGI technology. Like a symphony to the senses, it features the melodic tones of Shygirl, a Burberry stalwart.
Mackey’s affinity for fragrances is well known, and she reflects on the evocative nature of scents, reminiscing about how a simple whiff can serve as a time capsule, transporting one to specific moments in one’s life. To her, the lionesses represent the power and unity of femininity, underscoring the message of collective strength and the indomitable spirit of women.
The scent is described as a ”gourmand aromatic fragrance” spearheaded by a triumvirate of vanilla notes. The beans, harvested with precision, are sun-cured for five to seven weeks before being stored in wooden boxes to nurture and intensify their sweet aroma. Amandine Clerc Marie, the perfumer behind Goddess, has ingeniously used a vanilla infusion, adding Firgood, also known as vanilla caviar, a new ingredient adding an unprecedented animalic note. Vanilla absolute brings in a darker, milkier dimension to the olfactory delight. The fusion also includes bright lavender diva essence from Provence and earthy cocoa and ginger roots.
The design of the bottle is a nod to Burberry’s heritage, echoing their archives, embellished with a gold medallion and gabardine casing, an homage to the classic Burberry trench.
The new fragrance will be launched in an exclusive event in the U.K., with Mackey in attendance. Furthermore, Burberry Goddess will be touring with a pop-up experience, set to mesmerize New York and Hangzhou come October.
Coty’s trials of the fragrance have elicited positive responses. Even before its official release, the Goddess was showcased in travel retail on July 1st, making a grand entrance at immersive pop-up stores in major airports around the globe, creating an aura of anticipation and excitement for the official launch.