‘My Burberry’ personalisation boosts sales by 55%

Burberry says the launch of a campaign that allowed customers to personalise bottles of its ‘My Burberry’ fragrance with their initials and have them appear on ads helped lift revenue in its beauty division by 55 per cent in the first-half of its fiscal year.

The initiative was launched in September led by a TV spot featuring Kate Moss and Cara Delevingne. Those watching the ad on Channel 4’s on-demand service 4OD were able to personalise the spot so it featured their own initials on the bottle. Elsewhere, users were allowed to monogram their own virtual bottle so that it appears within advertising across Google’s ad network.

In a statement announcing its results for the six months to 30 September, the fashion and beauty brand says the initiative and supporting campaign helped push wholesale beauty revenue up 55 per cent in the period.  The company adds that the extent of the period on period increase was also a result of a weak first-half last financial year because of licensing problems.

The performance of its beauty division helped push total sales up 14 per cent to £1.1bn. Sales from its shops open for a year or more grew 10 per cent in the period.

Despite the stellar first-half performance, the company says the impact of the Ukraine crisis and China’s economic slowdown means profit will not reach the heights seen in the first-half.

Christopher Bailey, chief creative and chief executive officer, says: “This has been a strong first half for Burberry, with sales growth of 14% reflecting our ongoing brand and business momentum. Looking ahead, while mindful of the more difficult external environment, we have never been better prepared internally for the all-important festive periods, with our teams intensely focused on delivering outstanding products and experiences, alongside continued investment to drive productivity and profitable growth over the long term.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here