Sarah Ahssen
Dec 16, 2013
Burberry opens first Beauty Box store in London
Sarah Ahssen
Dec 16, 2013
Monday marked the opening of Burberry’s first every Beauty Box boutique. Located in Covent Garden and just a stone’s throw away from Chanel and Dior’s beauty counterparts, the store brings together the brand’s fashion, cosmetics and fragrance all under one roof.
“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,” said Christopher Bailey, Burberry chief creative officer.
On offer in the store is the entirety of the Burberry make-up and fragrance ranges and well as limited edition items exclusive to the store. A selection of accessories will be sold in store, as well as specially-conceived accessories such as make-up bags and pouches.
In line with the brand’s digitally-savvy image, Burberry has swapped traditional cash registers for staff equipped with iPads and iPhones to carry out transactions. The store also features a Digital Runway Nail Bar, which will allow customers try shades virtually by using a radio-frequency identification-enabled platform to choose a nail colour which complements their skin tone.
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