Burberry Brit Rhythm for Her, and its subsequent flanker "La Baie," presents a fascinating case study in fragrance marketing gone awry. While the scent itself possesses undeniable qualities, its placement within the Brit Rhythm family, coupled with a confusing and ultimately ineffective marketing campaign, has severely hampered its potential success. The core question remains: why is this a Brit flanker? The answer, unfortunately, seems lost in a haze of misguided branding decisions. This article will delve into the complexities of the fragrance, its disconnect from the established Brit Rhythm identity, and the broader implications of poor marketing choices on a potentially successful product.
Brit Rhythm for Her: A Dissonant Chord
The original Burberry Brit Rhythm for Her, launched in 2013, already presented a departure from the core Brit fragrance identity. The Brit line, known for its youthful, slightly rebellious, yet undeniably British charm, established a distinct olfactory profile. However, Brit Rhythm for Her introduced a bolder, more overtly sensual direction, a shift that, while not inherently negative, lacked the seamless transition one would expect from a flanker. It felt like a separate entity, almost jarringly so, within the established Brit family. The original's notes of rose, jasmine, and amber, while pleasant enough, lacked the unifying thread that connected it to the playful, slightly cheeky personality of the original Brit. This initial disconnect set the stage for the even more perplexing arrival of La Baie.
La Baie: A Berry Confused Identity
Burberry Brit Rhythm for Her La Baie, released later, further exacerbates the issue. Instead of building upon the already somewhat detached original, La Baie veers off in a completely different direction. While the original possessed a certain warmth and floral complexity, La Baie prioritizes a fresh, fruity, and somewhat youthful profile dominated by blackcurrant. This is not inherently a bad choice; many consumers appreciate fruity fragrances. However, the jarring juxtaposition with the original Brit Rhythm, and the broader Brit family, renders La Baie’s placement within the line baffling. The scent's bright, almost effervescent quality clashes with the more subdued and sophisticated (though still arguably youthful) character of the original.
The core issue is the lack of a clear olfactory narrative connecting La Baie to the existing Brit Rhythm, let alone the broader Brit fragrance family. The marketing materials, instead of bridging this gap, often highlighted the berry notes in isolation, further emphasizing the scent's disconnect from its lineage. This leads to a fragmented brand identity, confusing consumers and potentially alienating both existing Brit fans and those seeking a more cohesive fragrance experience. The name itself, "La Baie," (meaning "the berry" in French), while elegant, further underscores this singular focus on the blackcurrant, neglecting any attempt to create a narrative link to the existing fragrance family.
A Marketing Meltdown: The Failure of Brand Consistency
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