Burberry introduces its new men’s fragrance, Burberry Hero, marking Riccardo Tisci’s first scent for the brand.
Burberry’s chief creative officer Riccardo Tisci ventured into the world of scent-making with his first fragrance for the brand, Burberry Hero. The fragrance was born out of a partnership between Burberry and Coty, marking their second major launch together following the successful women’s fragrance Burberry Her. As Tisci stated, creating a fragrance is “such a personal and intimate process,” which made Burberry Hero all the more meaningful to him.
Tisci’s vision for the fragrance was to “encapsulate modern masculinity” by exploring “the essence of primal human and animal instincts.” To bring this vision to life, Tisci collaborated with actor Adam Driver, who expertly conveyed the nuances of contemporary masculinity, demonstrating that “strength can be subtle, and emotions can empower.” Driver became the face of the Burberry Hero campaign, which went viral after its initial release, featuring the Oscar-nominated actor shirtless on a beach and horseback riding.
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The campaign, described by Burberry as capturing “the enigmatic and adventurous Adam Driver in awe-inspiring beauty of the natural world,” was brought to life through the lens of renowned photographer Mario Sorrenti and filmmaker Jonathan Glazer. FKA Twigs further enriched the cinematic experience with her mesmerizing song “Two Weeks” as the soundtrack for the film.
Burberry Hero’s scent profile includes invigorating notes of bergamot, juniper, and black pepper, anchored by the warmth of cedarwood at its core. The fragrance, along with three accompanying grooming products, is set to launch on August 2nd, available at burberry.com, Burberry stores, and select retailers.
Burberry CEO Marco Gobbetti believes that Burberry Hero “embodies the essence of freedom, transformation, and masculine energy.” This new pillar fragrance for men aims to offer an intimate sensory experience of the brand for its customers. Coty CEO Sue Nabi shares Gobbetti’s enthusiasm, praising the fragrance as “a beautiful concept, revealing and embracing the multiple dimensions that exist within all of us.“
In select markets, Coty will employ digitally enabled touchless fragrance testing devices for the launch, optimizing product positioning and customer experience while reducing fragrance waste and extending the lifespan of tester bottles.
Burberry Hero represents Riccardo Tisci’s creative exploration of modern masculinity. Through a unique collaboration with Adam Driver, Mario Sorrenti, and Jonathan Glazer, Tisci has successfully crafted a fragrance that captures the essence of freedom, transformation, and masculine energy, inviting customers to experience the sensory layers of the Burberry brand.
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