Burberry co-hosted an event with GQ(US) to celebrate the recent launch of the Burberry The Beat for Men fragrance at rock music venue The Viper Room in Los Angeles.
Over 150 guests attended the event including Liv Tyler, May Anderson, Ali Larter, Ian Somerhalder and Rufus Sewell all of whom wore Burberry as well as Mischa Barton, Nico Stai, Devon Gummersal, Marley Shelton, Britney Gastano, Luke Grimes, Annabelle Wallis, Alex Kaluzhsly and Tyrese Gibson.
The evening included a special live performance by indie rock band Cold War Kids, who also wore Burberry.
Burberry recently re-opened its Beverly Hills store with a new store concept designed and developed by Burberry Creative Director Christopher Bailey in October 2008.
The 7,379 square foot store is located at 9560 Wilshire Boulevard features ready-to-wear for men and women from the Burberry Prorsum and Burberry London collections as well as a full assortment of accessories.
Burberry The Beat for Men continues in the footsteps of its predecessor, the women’s version. The aim is to launch a fresher, younger, more innovative version of Burberry fragrances.
Christopher Bailey had a very clear idea of what he wanted, and so perfumists Olivier Polge and Domitille Bertier listened to current Brit pop icons like Kasabian, Fratellis and Razorlight, to infuse the perfume with a contemporary Brit essence.
The ad campaign is full of references to the 60s, emphasising British heritage and how the 60s Brit scene marked a whole generation.
For Bailey, it was important that the ads showed real people doing real things, to reflect the fragrance’s attitude – stylish yet real people.
The scent has striking hints of fresh wood with bourbon vetiver, violet and black pepper. Finally, it has a citrus touch, to give the fragrance a youthful feel.
http://www.viewonfashion.com/index.php
Saturday, March 14, 2009
Burberry & GQ: The Beat Party
FA unveils `FA Men Xtreme`
FA Men Xtreme will compete against leading men’s deodorant players such as Axe, Set Wet and Park Avenue targeting the young men of today.
Henkel India Limited has entered the male deodorant segment with the launch of FA Men Xtreme deos. As the name suggests, Fa Men Xtreme comes in 3 extremely powerful fragrances – Speedster, Energy Zone and Cool Wave. The superior international formulation in them contains a unique “X-protect” formula which gives a stronger fragrance and thereby doubles the freshness.
Launched in March pan India, FA Men Xtreme will compete against leading men’s deodorant players such as Axe, Set Wet and Park Avenue targeting the young men of today. A lot of research has gone into the development of the new range, including the challenge of delivering a powerful, long-lasting fragrant experience that is safe on skin. Fa Men Xtreme is priced at an MRP of Rs 140.
FA is today one of the largest deodorant brands in India and has been rated as the no. 1 female deodorant in the top metros. Available in over 130 countries worldwide, FA offers a diverse range of deodorants catering to a variety of moods and tones. All FA deodorants come with the promise of 24 hour long-lasting protection and are skin-friendly.
http://www.indiainfoline.com/
Japan’s men wake up to Axe
A suggestive campaign in Japan for men’s deodorant brand Axe tested the expression ‘sex sells’ to the max with its Wake Up Call service.
A website invited people to register for a free wake up call on their mobile phone every morning.
Anyone taking part had to visit the microsite and register for the service by entering their mobile phone number, before receiving a verification code and then calling a set number to confirm the registration.
As the user makes the call, in front of their computer screen, a video plays of a woman answering the call and speaking in synch with the pre-recorded message the user hears, implying the woman is really on the other end of the phone and so enhancing the personal element of the service. When the wake-up call is made, the girl making the call will seductively remind the user to remember to use Axe that morning.
With a range of models clad in skin-tight pink uniforms the flirtatious content had a n obvious appeal to the brand’s target audience.
Unilever discovered that up to 70% of Japanese men aged 15-24 use their phone as an alarm clock so the application was perfect for its target audience.
The more a person used the service, the friendlier the woman from Axe became, adding an extra incentive to remain committed to the promotion.
