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The Beat by ultra-British icon Burberry is promising to provide some London cool along with the energy shot. The parfumeurs in charge of this creation are Dominique Ropion, Olivier Polge and Beatrice Piquet, who enriched this perfume with the notes of tea from Ceylon, iris, bluebell, bergamot, cardamom, pink pepper, mandarin, light musk, vetiver and cedar. This perfume has connection with music, because the perfemeurs created it on the concept of music from Kasabian's album: Dirty Pretty Things, Razorlight, the Arctic Monkeys and The Fratellis, illustrating the mood introduced by The Beat. Baron and Bailey designed the bottle for the Beat and it respresents an enlarged version of Burberry's checked pattern painted on a scarft, which was worn by Deyn in the commercial. The bottle has a silver-coloured cap, as well as an amulet made of suede and metal, which was an interesting novelty in Burberries decorative/fashion accessories. It is advertised by Agyness Deyn, accompanied by Fabien Baron's marketing and David Sims' photography.

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