Burberry makes gorgeous clothing and has a reputation that upholds the concept of the distinguished British dandy. The fragrances are marketing adventures, not well crafted brews. The only Burberry scent that was well executed is the original the others are fads to push the line. It seems that "The Beat" will be no different. Weekend was CK 1 redone, Brit was child puke, Touch was an updated metro Grey Flannel with uneven development, London was a fleeting oriental that has as much presence as the London bridge does in England (the London bridge is in Arizona). I am a Burberry fan so I WISH I could like the scents but I fear Intercos is the problem. They need a real perfumer not a machine.