Inspired by the world of rock and roll, the edgy new interpretation of the classic Brit fragrance combines classic notes of lavender and orange blossom with a base of vetiver. The end result is a smoked, powdery floral that's equal parts pretty and punky.
Not one to waste an opportunity, the brand has rolled out an entire capsule collection in its Brit line dedicated to Rhythm. From leather jackets and skinny jeans to studded boots and bags, the rock inspiration is very apparent. The scent launched internationally today, with the ads breaking this morning along with an immersive video that plays like a behind-the-scenes look into the life of a rock goddess.
This is the first women's fragrance the brand has launched since taking their beauty business in-house early last year. As part of this new strategy, Burberry and new chief creative officer Christopher Bailey are putting a big focus on digital and social promotion of the scent.
The #ThisIsBrit campaign will feature Brit Rhythm "takeovers" at select stores, plus a digital photo booth at key retailers worldwide. Customers will be able to capture images in the bespoke booths and share them on Facebook and Twitter. We're hoping one of those backgrounds features Suki and those perfect choppy bangs photobombing us.
Burberry Brit Rhythm For Her, $70, available at Nordstrom.
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