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Burberry opens its first Beauty Box store in Covent Garden

July 4, 2014 • Fashion & Accessories, Luxury for Women

More than 100 years after its foundation, Burberry continues on its innovation spree. The famous British brand opened last December a new boutique in London with a unique concept. This recent point of sale will exhibit both fashion designs and beauty products by the brand.


Beauty Box, an innovative concept for Burberry

For Burberry, the launching of this new store also represents the launching of a new concept. Indeed, the new store will offer fashion designs and Burberry ready-to-wear, as well as a wide range of beauty products and cosmetics imagined by the brand.

As the store’s name Beauty Box suggests, Burberry cosmetics will not be second place. On the contrary, the brand wishes to create a new association between the two worlds of fashion and beauty.

“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,” noted Chief Creative Officer Christopher Bailey.


Burberry Beauty Box

The Burberry Beauty Box, a digital experience

The new Burberry store brings together exclusive make-up collections and fragrance as well as limited edition fashion accessories exclusive to the Beauty Box. However, the high points of this store are the digital elements.

The store indeed has a digital nail bar allowing clients to virtually try on nail polish and chose the right colour. A manicure will also be offered to the ladies who wish so. And along the walls of the boutique, different screens hang, showing the different fashion shows of the British brand.

The Burberry Beauty Box team is available to help guests make the right choices. An advisor will guide clients looking for presents, whilst a stylist will offer one-on-one make-up tutorials. The Beauty Refresh Workshop, on the other hand, offers a minute long make-up session to refresh clients’ make-up.


The Beauty Box is an interactive and digital experience located in Covent Garden.

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