London’s Covent Garden Piazza has become somewhat of a beauty Mecca. Over the past year, the area has seen some of the beauty industry’s finest set camp, including the likes of Chanel and Dior. Today sees the opening of Burberry’s Beauty Box – a new space blending the brand’s extensive range of make-up, fragrance and fashion together with innovative digital experiences.
The new beauty emporium will launch seasonal beauty looks complementing the brand’s catwalk collections, as well as introducing Runway Made to Order, whereby customers are able to purchase beauty products immediately after they’ve been seen in the season ready-to-wear shows – the store will also house fashion accessories exclusive to the Beauty Box. The digitally-savvy label is out with traditional tills and in with iPads and iPhones to take swift payments and offer digital receipts.
Other key features include a Digital Runway Nail Bar enabling customers to try and see new shades virtually, by using a radio-frequency identification-enabled platform which matches their skin tone to a complementing colour. For those who still prefer more traditional ways of shopping, expert Beauty Stylists will be on hand to offer one-to-one consultations and make-up tutorials.
The Beauty Box bodes well for 2014 – forward-thinking ways of shopping from a classic brand in a classic location.
by Roxy Mirshahi
Burberry Beauty Box, 3a The Market Building, Covent Garden, London, WC2E 8RF. Open Monday to Saturday 10am – 8pm; Sunday 12noon to 6pm.