Burberry has today launched a new female fragrance, My Burberry Black, supported by the brand’s first Snapchat Lens and a campaign starring actress Lily James.
The scent was created by Chief Creative and Chief Executive Officer Christopher Bailey in partnership with perfumer Francis Kurkdjian. Fragrance notes include jasmine flower, peach nectar, rose and a base of patchouli.
My Burberry Black is housed in an amber-coloured glass bottle, which reflects the details of the black Burberry Heritage Trench Coat. The bottle features a dark horn-finish cap.
The campaign, shot by Mario Testino under the creative direction of Christopher Bailey, features British actress Lily James. The campaign’s soundtrack is ‘I Put a Spell on You’, performed by British singer-songwriter Duffy.
In a first for Burberry, the campaign was unveiled to customers by Lily James taking over the brand’s Snapchat channel. The takeover culminated with the reveal of the TV campaign across multiple platforms globally, including Clear Channel’s One Piccadilly and Coventry House screen in London.
https://www.youtube.com/watch?v=OTUZZk2X8II
To mark the launch, Burberry has created its first branded Lens on Snapchat. A My Burberry Black Lens, created to immerse users into the aesthetic of the campaign, will run from 23 August for 24 hours.
The Lens opens with an interactive scene of the Snapchatter under a Burberry umbrella, sheltered from a rainstorm. The Snapchatter is then prompted to ‘blow a kiss’, triggering a filter which adds a golden light to the images. The Lens is available in the USA, UK, France, Italy and Germany.
