Burberry Beauty Box opens in Lon­don

The Star Malaysia - Star2 - - CLOVE -

THE lux­ury brand has un­veiled a de­but cos­met­ics store, packed with some for­ward-think­ing dig­i­tal fea­tures along­side many beauty treats.

Set in Lon­don’s famed Covent Gar­den shop­ping precinct, the new Burberry Beauty Box mixes “per­son­alised phys­i­cal and dig­i­tal ex­pe­ri­ences” de­signed to fos­ter con­nec­tions be­tween the brand’s dif­fer­ent make-up, fra­grance and ac­ces­sories.

“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.

The store con­tains all the brand’s beauty lines as well as a se­lec­tion of ac­ces­sories and fra­grances in­clud­ing Burberry Brit Rhythm, which launched in Septem­ber.

There are also new sea­sonal beauty looks de­signed to com­ple­ment the brand’s run­way col­lec­tions.

The Run­way Made To Or­der has been ex­panded to the beauty lines, mean­ing that cus­tomers can shop for the new prod­ucts online as soon as they ap­pear on the cat­walk. New looks will also ap­pear each month, with ac­com­pa­ny­ing in­store ex­pe­ri­ences.

In store there are ded­i­cated Beauty Stylists of­fer­ing free one-on-one con­sul­ta­tions for skin, eyes and lips, while you can also book your­self in for the Run­way Nail Ser­vice with one of the brand’s pro­fes­sion­als.

Per­haps the most ex­cit­ing de­vel­op­ment is the range of dig­i­tal de­vel­op­ments in­clud­ing the Dig­i­tal Run­way Nail Bar, which of­fers “a play­ful vir­tual ex­pe­ri­ence” for try­ing on the lat­est Burberry run­way nail shades. You place a pol­ish onto an RFID-en­abled plat­form, choose your skintone and vir­tu­ally ex­pe­ri­ence the se­lected nail shade.

De­sign­wise, it’s dig­i­tal all the way, too. The space fea­tures a gi­ant dig­i­tal video screen on the ex­te­rior and a 4.88m (16ft) dig­i­tal chan­de­lier in­side.

It’s also the com­pany’s first till-free store, mean­ing that pay­ment is done by staff armed with mo­bile pay­ment soft­ware on their iPhones and iPads. — AFP Re­laxnews

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