Emma Mackey Is Face of New Burberry Goddess, Vanilla-Rich Refillable Bottle Fragrance

Burberry Goddess fragrance grows its green credentials with the release of its new fragrance in a refillable bottle. The running wild with lions campaign starring British-French actor and new ambassador for Burberry Beauty, Emma Mackey, released on July 31.

Mackey currently plays Physicist Barbie in the Greta Gerwig-directed film storming the global movie scene. The actor enjoyed major success in the Netflix series ‘Sex Education’. Mackey played Jacqueline ‘Jackie’ De Bellefort in the October 2020 release of ‘Death on the Nile’. The role was originally played by Mia Farrow in 1978.

Read AOC’s Emma Mackey in 'Lessons Learned' by Ben Weller for Porter Magazine Oct 5, 2020.

Caroline Andreotti, chief commercial officer, prestige, at Coty, described the refillable bottle as an "important milestone" for Burberry and for Coty, Burberry’s fragrance licensee.

The bottle is inspired by the Burberry archives and has been updated with a gold medallion. Burberry Goddess is available in 10-, 30-, 50- and 100-ml bottles, and the refill capsules are available separately.

The inspiring, emotional Burberry Goddess video was created with live footage of lionesses in their natural environment and CGI [computer-generated imagery] technology. Shygirl, who first worked with Burberry’s Riccardo Tisci on the FW 2021 presentation, provides the vocals with TSHA.

Blane Muise and Teisha Matthews use professional names Shygirl and TSHA.

"Lionesses represent female unity and strength. They are confident and move together. Much like them, we stand on the shoulders of the women who came before us and those who bolster us throughout our own lives," Mackey explained about her love of the campaign.

Burberry describes the juice as a "gourmand aromatic fragrance" led by a trio of vanilla notes.

The beans are collected by hand and spend five to seven weeks drying in the sun. They are later stored in wooden boxes to mature and develop their sweet aroma.

"My initial goal for Burberry Goddess was to expand upon the common use of vanilla to deliver a new kind of rich olfactive experience," said the Burberry Goddess perfumer Amandine Clerc Marie.

She used a vanilla infusion, "which provides the brightest, woody vanilla possible" and then added Firgood, also known as “vanilla caviar”, for the first time in a fragrance. The perfumer said the new ingredient firgood adds a "sweet, rich and animalic" note.

Vanilla absolute added a darker and richer -- milkier -- angle, according to  Clerc Marie, who also added notes of bright lavender diva essence from Provence and earthy notes of cocoa and ginger roots.

"Packaging is key to transporting our products and protecting our formulas -- but it also contributes to our environmental footprint. That's why we have identified refills as one key element of Coty's sustainability strategy. We want to empower our consumers to make environmentally conscious choices while indulging in our most luxurious fragrances," Andreotti said.