Suki Waterhouse is taking over. It’s hardly 2014 and the actress-model-socialite has already landed another campaign—this time with Burberry’s new fragrance, Brit Rhythm—alongside George Barnett of These New Puritans. But we aren’t just excited about Waterhouse’s first beauty campaign, rather, we’re most excited about all the minor details attached to it.
There’s no denying that music is becoming central to Burberry’s global endeavours—the iconic British brand has long been highlighting homegrown talent in their campaigns—with events, shows, soundtracks and even a platform purposed solely for discovering emerging talent (hello: Burberry Acoustic). Yet, exercising true prowess of business savvy, the brand has taken the campaign much further than a simple print ad or billboard purchase, Burberry is launching a capsule collection of Brit ready-to-wear accessories to accompany the fragrance.
It doesn’t end there. In true nouveau Burberry style, there had to be an intriguing digital component for the campaign. Through Burberry.com, the label will be allowing shoppers to pre-order a scented tattoo (don’t worry, they are temporary!) and enter for the chance to win two VIP passes to a live event being hosted by Burberry in Shanghai, China. Don’t forget to bring a smartphone or tablet out shopping, there are tons of digital access points around the stores that offer clients a more avant-garde in-store experience.
Want to know more about the fragrance itself? Come back to flare.com on February 13, 2014, to peruse our seasonal fragrance guide—Brit Rhythm is in it.