Besides the challenge to convey the cult style of the Burberry trench coat, the freshness of a London shower and the scent of a rain-bathed garden, the wish of the Burberry brand head was to show skills in creation, tradition and creativity. Simona Cattaneo, senior vice-president of Burberry Beauty sector said the following: "Burberry trench is something very personal. You can wear it in several different ways, in different places and occasions. There is an emotional connection with trench, and we wanted to transfer it to the new fragrance," adding that the new fragrance is composed of a floral bouquet with a modern twist and a pepper accent.
The composition of the new fragrance My Burberry opens with sweet peas and citrusy notes of bergamot leading to geranium, freesia flowers and golden quince in the heart. The fragrance is rounded up with patchouli in the base, joined with Damascus and Centifolia rose! The perfumer of the composition My Burberry is Francis Kurkdjian!
Kurkdjian said the fragrance was inspired “by London, an urban garden. You have the vibrancy of the city, so it is something contemporary. You have the garden. You have the flowers…and the art of gardening, which is very important for the British. The flowery aspect of the perfume comes from that idea of the garden after the rain. You have the lush wetness. You have the soil. You have the earthiness. All of these feelings.” As for his choice of notes, he said he wanted to evoke “the feeling of the light of London: clouds, wetness, rain, flowers.” He said the main flowers are roses and freesia, “which is a little bit spicy and adds brightness. Then geranium leaves, which give an herbal, almost minty, vibrancy to the perfume. Then from the back note, there are patchouli leaves and quince—a fruit that is between a pear and an apple. Very British. It is not fruity, fruity. It is fruity floral. Then on top you have linen and bergamot,” he said.