The French company Inter Parfums will be launching a new female fragrance for Burberry. CosmeticNews reported that The Beat will be launched in March. The perfume is part of Burberry’s plan to modernize their products and widen their horizons.
Designer Christopher Bailer chose the name The Beat, in which the B stands for British, E for Energy, A for Attitude with a young spirit, and T for Trendy. Bailey has been trying to change the fragrance’s image since 2001.
The fragrance was created by Olivier Polge, Dominique Ropion and Béatrice Piquet, from IFF.
The ads will be done by David Sims and will feature British model Agyness Deyn.