The first Burberry Beauty Box in Asia was launched at the Coex mall in South Korea last month. Drawing inspiration from the Beauty Box flagship in London’s Covent Garden, the store offers make-up including Burberry Eyes, Lips, Face and Nails, fragrances for men and women, and luxury accessories including eyewear, scarves and small leather goods for women.
Burberry said the space also offers customers the choice to interact with Burberry Beauty and accessories through physical and digital experiences.
The My Burberry Digital Experience, for example, enables customers to digitally interact with a large screen to discover the scent, explore the craftsmanship, watch the campaign video and create their own virtual monogrammed bottle.
The Digital Lip & Nail Bar, meanwhile, offers a virtual experience for trying on the latest Burberry Lips and Nail shades. By placing a Burberry nail polish or lip shade onto an RFID-enabled platform, customers can choose their skin-tone and virtually experience the selected shade.
At the gifting hub of the store, a tailored gifting service for make-up, accessories and fragrance is available. With assistance from beauty stylists, customers can mix and match products – as gifts, or for themselves.