Burberry will launch a new men's perfume from September 2013 called Burberry Brit Rhythm, which is inspired by the current popularity of music festivals, these revivalist 60s happenings. The media have been following these events with particular attention lately as they have proven to be fertile gounds for celebrity sightings, street fashion transported to the country fields of rock 'n roll, accessorily also, good music, and generally speaking, an upbeat atmosphere of happening youth culture and Beatnik revivalism...
Despite those informal references, the bottle for Brit Rhythm is sleek and urbane-looking, borrowing more from the polished fashion codes of the house. The jus however is meant to capture some of the raw energy of the music festivals' crowds.
The eau de toilette for men is described as being provocative, sexy and brimming with energy.
Composition opens on green fresh notes relying on accords of lemon, basil and verbena spiced up with juniper and cardamom. The sexy facet of the perfume rests on incense, sandalwood and warm tonka bean in the heart followed by a base of leather and patchouli.
This is the first fragrance that Burberry are creating in-house after they parted ways with Inter Parfums last spring, a move they had been mulling over since 2011. They are however following suit with the general policy at the house of being plugged into the contemporary musical culture of the young with an element of throwback nostalgia to the London of the Swinging 60s.
Masculine fragrance launches are usually less high profile than feminine ones, so picking a men's scent to start out on their new path of independent creation might be seen as a safer bet and a rehearsal for a big feminine launch.