Burberry has launched its first fragrance since taking the running of its beauty business in-house in April.
The luxury British brand, famous for its raincoats, gave Brit Rhythm, a perfume for men, a typically multimedia birth with a campaign embracing Twitter, live gigs and scented temporary tattoos available online.
The perfume will also be promoted via a dedicated website incorporating music, editorial and videos produced in partnership with Noisey, part of the hipster magazine group Vice Media.
Burberry paid €181m (£154m) to end its licence relationship with its previous partner, Interparfums, at the end of March as it said it wanted to capitalise on the "significant opportunities" available in the fragrance and beauty market by developing products more rapidly and linking them to the rest of its activities. The company earned £27m from fragrance and beauty royalties from Interparfums last year.
Angela Ahrendts, chief executive, said that future growth would come from "one consistent brand expression leveraged across all categories".
Historically, Burberry led product design, packaging and marketing activities for its perfumes and beauty but will now oversee product development, sourcing and logistics, working with external distributors. Burberry already sells the Brit, London and Weekend fragrances for men and women and has several more for women only including Body and Sheer.