Burberry Bets on Romance with New Men’s Fragrance

“Burberry is hoping a male lover can help in the ongoing turnaround of its beauty business. The British luxury brand will unveil its latest men’s fragrance, Mr. Burberry, in April in the latest phase of its strategy to build a major beauty business in-house after taking back its fragrance and cosmetics licenses two years ago from Inter Parfums. The plan is a risky one — and not without its doubters in both the beauty and financial worlds — but the category was actually one of the few standouts in Burberry’s first-half results earlier this month that were otherwise dismal and saw the company’s shares plummet by more than 12 percent in a single day.” Read more at WWD.