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AdiPar Burberrys Week end fragrance duo to target younger consumers in February.

This article was originally published in The Rose Sheet

Executive Summary

ADIPAR BURBERRYS WEEK END FRAGRANCE DUO COURTING YOUNGER CONSUMERS in an effort to create a "more hip image" for the Burberrys of London brand, Adipar, the U.S. fragrance distributor said. The Week end men's and women's scents "reply to a demand" for a Burberrys fragrance that communicates a youthful attitude and build on a recent expansion of purchases of the couture line by younger consumers, the firm noted. The "fresh, contemporary" fragrances "symbolize the true essence of relaxation and harmony," while "remaining faithful to the Burberrys brand image," according to AdiPar. Jean Philippe Fragrances manufactures the Burberrys fragrances and handles distribution for the brand outside the U.S.
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