OUT OF THE BOX
BURBERRY’S NEW FASHION-FORWARD APPROACH TO MAKEUP TAKES OFF WITH ITS FIRST STANDALONE BEAUTY BOUTIQUE IN LONDON. JOIE GOH REPORTS.
Burberry Beauty’s rst standalone boutique in London takes a fashion-forward approach.
Fashion houses that branch out into beauty have been around for decades. But most operate independently – meaning, the beauty looks you see on the runways aren’t the same as the looks that the brands’ makeup lines tout for the season.
Not Burberry. The British brand launched its makeup collection in 2010. Last year, it decided to make its fragrance and beauty line one of its core product divisions alongside womenswear, menswear, accessories and children’s apparel, with the aim of “bringing together the fashion and beauty worlds”, according to its CEO Christopher Bailey.
To cement that bond, the brand launched the Burberry Beauty Box, a multi-storey “digital wonderland” in Covent Garden in London that boasts the entire beauty collection of makeup and fragrance, including limited edition launches. It also houses accessories such as sunglasses, scarves and an exclusive selection of handbags available only in the beauty boutique.
The space is an interactive playground. Its storefront features a custom-built digital screen in the shape of the classic Burberry check, and it has a towering, nearly 5m-tall “chandelier” of multiple screens showcasing monthly beauty content. It’s also the brand’s first till-free retail environment: Shoppers pay electronically on their iPads and iPhones (cash is still accepted, though).
Other cool features: Shoppers can have personal makeup tutorials with the in-store Beauty Stylist, test out nail polishes sans mess at the Digital Nail Bar (just place a physical bottle of polish on the machine and select your skin tone on the touch-screen display to see how that shade looks on your fingers) and indulge in real-life express makeovers and manicures.
Another nifty offering is the new Runway Made To Order service, where you can buy the makeup used on models immediately after the Burberry womenswear shows online. And from S/S ’14, every seasonal colour collection will be the same as what you see on the catwalk.
This season’s look takes inspiration from the rose – glowing skin is paired with muted hues like dusty pink, and peach eye and lip colours with velvety, petal-like finishes to partner the ready-to-wear’s lightweight knits and delicate lace details.