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Burberry Unveils Digitally-Enhanced Beauty Concept Shop

Burberry Unveils Digitally-Enhanced Beauty Concept Shop

Burberry's new beauty division sets up shop in the heart of London's Covent Garden.

Serena Chu

Burberry recently opened their first stand-alone beauty shop, the Burberry Beauty Box. This store is located in London’s Covent Garden, one of the world’s most prominent upscale shopping districts, and sits opposite to the brand’s fashion boutique.


In the store, shoppers can find Burberry’s full line of cosmetic and beauty products, which the brand launched back in April. Fragrances, pouches and other small accessories will also be made available. Featured colour trends will be introduced each month, and shoppers can purchase new beauty looks straight from the runway.

To give shoppers a better experience, Burberry incorporated new tech innovations, such as the Digital Runway Nail Bar where shoppers can try on shades virtually using an RFID platform to match skin tone to a color, and digital payment options that transition the store from cash registers to electronic ones.

Source: Fashionista, Telegraph

Images: Fashionista

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