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Published
Dec 16, 2013
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Burberry opens first Beauty Box store in London

Published
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.

Inside the Burberry Beauty Box | Source: Burberry

“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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