Exciting news in the beauty world this week as Monday saw the opening of Burberry's very first standalone beauty boutique, The Burberry beauty Box.
Nestled in Covent Garden Piazza, this 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.
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 store. Customers can explore signature Burberry looks, created using a combination of make-up, fragrance and accessories that connect Burberry fashion collections and Burberry Beauty. A new look will be revealed each month, available to experience in store. All products are gift-wrapped in exclusive Burberry Beauty Box gift packaging.
The space is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. Continuing the brand’s integration of digital technology into its retail environments, the space features: - a custom built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade. - a 16ft ‘digital chandelier’ showcasing monthly beauty content over multiple screens, bringing new looks and products to life. - the brand's first till-free retail environment. Payments are taken using a mobile point of sale system on iPads and iPhones, which also offers the option of digital receipts.
Also included are experiences such as The Beauty Box Bar, 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 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. Customers are invited to discover Burberry signature looks and monthly colour trends. One can also enjoy a complimentary one-to-one consultation with a Burberry Beauty Stylist to discover your ideal Burberry fragrance, or a shape and colour mini manicure using Burberry nail shades. The Beauty Refresh offers 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.
Open now at Covent Garden Piazza. www.burberry.com
Love Laurel x
