#thisisbrit: (another) British Invasion

British fashion label Burberry has taken a fresh marketing approach for their latest Burberry Brit flanker, Brit Rhythm. To attract their trendy-hipster demographic throughout the world, Burberry took the now popular '360 degree approach', which means attacking the consumer from all angles - print, digital, physical, you name it!

One of the main aspects of their 360 approach was to align the fragrance with music. In fact, the fragrance's tag line is 'inspired by the energy of live music'. Next, to draw in this young, trend-setting group, Burberry promoted Rhythm's launch with concerts by British indie-rock bands this past October with White Lies playing gigs in London and Singapore while Peace played in NYC. Burberry also supported Rhythm's launch with #thisisbrit on social media.

The bands are edgy and the marketing is stylish and very 21st century, but aren't we missing the most important part? What about the juice?! With a quick look at Burberry's website, I found the fragrance description:

ELECTRIC TOP NOTES: Basil verveina with cardamom and a shot of juniper berries

ADRENALISED HEART NOTES: Black leather, heady patchouli and styrax resin

SENSUAL BASE NOTES: Cedarwood vibrates with incense and sweet tonka bean

The adjectives used to describe Brit Rhythm definitely entice and get the blood flowing with excitement, but boil down to the notes - basil verveina, cardamom, juniper berries, leather, patchouli, resin, cedarwood, incense, tonka bean- and you're left with a soft spicy-woody scent. Once the marketing is erased, this fragrance doesn't sound so enigmatically energetic, but rather more typical of a men's cologne. What's more, does it even smell of spices and woods? Let's find out.

It opens with fresh, light and bright tones of mint. Yes, mint. I think Burberry must still be riding the 1 Million wave here with this top note. Aspects of citrus and aromatics are also distinguishable in the cool and refreshing top, which then moves into a heart of soapy-clean freshness with a bit of wet marine thrown in for good measure (hmm, not very leather-patchouli-resin like). Finally, its true nature (or rather, the fragrance description that Burberry gives it) comes through in the base: it is soft with aspects of spice and woods resting calmly alongside tonka bean that makes it just the tiniest bit sweet and musky.

By all marketing accounts, this should be a vibrant spicy-woody fragrance, and indeed, with its fresh top and middle, then soft and warm dry down, …it is.

It's not the most unique of fragrances, but at least it does what it says on the tin!

Have you tried this scent? Do you love it, do you hate it? Make sure to leave a comment below!