Burberry has today (16 December) announced the opening of The Burberry Beauty Box in London’s Covent Garden. The new retail concept brings Burberry fashion and beauty together in an innovative format that allows customers to explore the connections between make-up, fragrance and accessories through personalised physical and digital experiences, according to the brand.
The launch follows the establishment of beauty as the brand’s fifth product division in April 2013, and the launch of its most significant men’s fragrance to date, Brit Rhythm, in September.
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“The Burberry Beauty Box brings together our fashion and beauty worlds,” noted Chief Creative Officer Christopher Bailey |
“The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories in new, playful and exciting ways,” noted Chief Creative Officer Christopher Bailey.
The Burberry Beauty Box features the full Burberry Beauty collection of make-up and fragrance, as well as limited-edition products. The space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in that store. All products are gift-wrapped in exclusive Burberry Beauty Box gift packaging.
According to the brand, the space is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. The store features a custom-built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade. In addition, there is a 16ft “digital chandelier” showcasing monthly beauty content over multiple screens, with the aim of bringing new looks and products to life.
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The space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in that store |
The Burberry Beauty Box is the brand’s first till-free retail environment. Payments are taken using a mobile point of sale system on iPads and iPhones, which also offer the option of digital receipts.
The Beauty Box Bar is described as the gifting hub of the store, showcasing make-up, accessories and fragrance and offering a unique, tailored gifting service. Assisted by a dedicated Beauty Stylist, customers can put together signature looks or mix and match products to create a bespoke look – as gifts, or for themselves.
The Digital Runway Nail Bar is said to offer a playful virtual experience for trying on the latest Burberry runway nail shades. By placing a Burberry Nail Polish onto an RFID-enabled platform, customers can choose their skin tone and “virtually” experience the selected nail shade.
Beauty services are also offered in-store. Customers can book one-to-one appointments with Beauty Stylists; enjoy the express Beauty Refresh Service that focuses on skin, eyes and lips; or indulge in the Runway Nail Service – a shape and colour mini-manicure using Burberry nail shades.
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