“People wear perfume as an attractant – something to make them feel good and enhance interaction with others,” said Jack Burke, president of Sound Marketing Inc., Branson, MO, as an industry expert for Luxury Daily. “Music is much the same. It is one of our strongest memory sense, next to smell.”
This is a propos a bespoke song called “Rosé” for Burberry Body, the British brand's latest scent, recorded by the band The Feeling. The Feeling is a British pop band from Britain’s Essex area, most well-known for its singles “Sewn” and “Fill My Little World".
Chris Bailey, chief creative officer at Burberry is playing all the right notes on this launch, what with the social media and the music connection (except possibly for the reportedly dull smell). With such an invested campaign, the fragrance is set to fly off the shelves. I wonder however just what it means when there's so much emphasis on the peripheral elements, rather than the scent itself.
Below, the Burberry Body campaign commercial directed by Christopher Bailey, featuring British actress Rosie Huntington-Whiteley, and shot by Mario Testino in London.