Why Burberry Goddess Intense tops our Christmas list

Burberry quietly dropped something rather special earlier this year, and now that we’re deep into gift-hunting season, it’s worth revisiting. Goddess Eau de Parfum Intense has spent the last few months proving itself to be more than just another luxury fragrance launch — and with Emma Mackey as its face, it’s clear that the heritage British brand is playing the long game.

Let’s talk about what makes this one special. Burberry’s taken vanilla (yes, vanilla) and turned it into something that would make other fragrances blush. We’re talking about a quartet of vanillas, in fact — there’s even a kind of smoky, woody one. The kind of note that turns the fragrance into something deliciously unexpected. Throw in some lavender essence and a clever hit of patchouli, and you’ve got yourself a scent that keeps revealing new secrets every time you wear it. 

Obviously, the campaign Goddess Eau de Parfum Intense is equally impactful — it’s everything you’d want it to be, without being naff. Starring Sex Education actor Emma Mackey accompanied by a pride of lionesses (because, why not?) it manages to embody what makes the perfume so powerful. Shot against the kind of sunset that makes photographers weep, it’s a masterclass in how to do luxury advertising without the eye-rolling.

Even the bottle plays its part. It’s square-cut, topped with a golden medallion, and – here’s the clever bit – refillable. And the packaging, with its beige and gold palette and gabardine-inspired detailing, is pure Burberry heritage, while making it suitably 2024. 

Starting at £74 for 30ml,  Goddess Eau de Parfum Intense is pitched at exactly the right level for serious gift-giving — special enough to draw genuine gasps on Christmas morning, wearable enough to become someone’s signature scent. In a season where panic-buying is practically an Olympic sport, this is the kind of gift that says you’ve actually given it some thought. Shop via Boots here.