Burberry Beauty Box opens in London's Covent Garden
Burberry continues to expand their brand with a brand new beauty store opening in London’s Covent Garden.
Christopher Bailey, Burberry Chief Creative Officer says: “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.”
The Burberry Beauty Box features the full Burberry Beauty collection of make-up and fragrance, as well as limited edition beauty products. The space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in the Beauty Box.
Customers can explore signature Burberry looks, created using a combination of make-up, fragrance and accessories that connect Burberry fashion collections and Burberry Beauty.
The most exciting news is that a new look will be revealed each month, available to experience in store – a reason you have to keep on visiting.
The space is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. We know Burberry is a huge fan of digital technology, so of course this has been extended in-store too with a custom built digital screen in the shape of the iconic Burberry check, a 16ft ‘digital chandelier’ showcasing monthly beauty content over multiple screents and 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.
There are also plenty of experiences to be had inside the beauty box.
EXPERIENCES
The Beauty Box Bar
The Beauty Box bar is 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.
Digital Runway Nail Bar
The Digital Runway Nail Bar offers 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 Styling
Customers are invited to discover Burberry signature looks and monthly colour trends.
Brit - an irreverent look inspired by music
Body - a natural, nude look
Tender - a fresh, dewy look
Icon - a timeless look inspired by the Burberry icons
Fragrance Discovery
A complimentary one-to-one consultation with a Burberry Beauty Stylist to discover your ideal Burberry fragrance.
Runway Nail Service
Shape and colour mini manicure using Burberry nail shades.
Beauty Refresh
A complimentary bespoke consultation for skin, eyes and lips. The one-to-one express service refreshes and enhances the skin, eyes and lips using product selected from the full Burberry make-up collection.
One-to-one appointments
Combining professional make-up skills with fashion styling expertise, Beauty Stylists offer consultations that include make-up, fragrance and accessories in a dedicated space on the first floor, which benefits from natural light through the store’s multiple skylights.
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