Burberry’s Beauty Ambassador Emma Mackey Radiates in Goddess Fragrance Campaign for Brand’s Latest Offering, Featuring Refillable Bottle
Burberry is making significant strides in bolstering its sustainability efforts by launching its inaugural fragrance in a refillable bottle. Dubbed “Goddess,” the eau de parfum is set for release on July 31st. The accompanying campaign, masterfully captured by Mario Sorrenti, features the acclaimed “Barbie” and “Sex Education” star and Burberry beauty ambassador Emma Mackey.
Coty, the licensee responsible for producing the Burberry Goddess fragrance, considers the refillable bottle a pivotal achievement for Burberry and itself.
Mackey takes center stage in the campaign alongside a pride of lionesses. The campaign ingeniously combines live footage of these majestic creatures in their natural habitat with CGI technology. The auditory landscape features the talents of Shygirl, a long-standing collaborator of Burberry. The campaign’s musical composition, “Goddess,” is the creation of Teisha Matthews and Blane Muise, known professionally as TSHA and Shygirl.
Fragrance has always been a great love of mine, and I am fascinated with the power that scent can have and the way it can immediately transport you to a specific time and place in your life. Being allowed to become an ambassador for the new Burberry fragrance feels particularly special and personal.
– Emma Mackey, Burberry Beauty Ambassador
To me, lionesses represent female unity and strength. They are confident and move together. Much like them, we stand on the shoulders of the women who came before us and those who bolster us throughout our own lives. To me, this image is a real source of empowerment.
Described as a “gourmand aromatic fragrance,” Goddess is characterized by a triad of vanilla notes. The vanilla beans undergo a meticulous hand-collecting process and are left to dry in the sun for five to seven weeks. Subsequently, they mature in wooden boxes, enhancing their sweetness.
Clerc Marie, the fragrance creator, introduced vanilla absolute to infuse a deeper, richer, and milkier facet to the fragrance. Lavender diva essence from Provence contributes bright notes, while earthy tones of cocoa and ginger roots provide added complexity.
My initial goal for Burberry Goddess was to expand upon the common use of vanilla to deliver a new kind of rich olfactive experience. For this purpose, I used three distinct types of vanilla extraction. The first is a vanilla infusion, which provides the brightest, woody vanilla possible. Then I used Firgood™, also known as vanilla caviar, for the first time in a fragrance. This innovative new ingredient adds a sweet, rich, and animalic vanilla. Lastly, vanilla absolute is darker and richer, enhancing the fragrance with a mysterious, milky aspect.
– Amandine Clerc-Marie, Master Perfumer
Inspired by the Burberry archives, the bottle design incorporates modern updates, including a distinctive gold medallion.
The Goddess fragrance is available in four sizes: 10 ml, 30 ml, 50 ml, and 100 ml. Separate refill capsules are also offered.
Emma Mackey will commemorate the launch with an exclusive event in the U.K. in September. Additionally, Coty plans to introduce a Burberry Goddess pop-up experience in New York and Hangzhou in October.
A comprehensive marketing strategy accompanies the launch, including out-of-home, TV, print, and digital advertisements, local events, and activations geared toward the press, influencers, and consumers.
