In mid- December 2013, luxury brand Burberry opened the doors of its new boutique brand Burberry Beauty Box in Covent Garden, London. The boutique opening followed the release of the beauty-line in April 2013.
The new luxury Burberry Beauty Box includes cosmetics and perfumes, including an exclusive collection of emerging and limited edition accessories: sunglasses, scarves and bags.
Each month, the boutique will present a new way to recreate professional styles and give tips on how to choose makeup, accessories and how to combine the former with the latter.
As if all of the above was not enough to create a trendy, modern boutique, Burberry Beauty Box takes payment the iPad and iPhone and a Digital Runway Nail Bar will offer customers the chance to try shades virtually by using a radio-frequency identification-enabled platform to match their skin tone to a colour.
The company plans to launch several more “points of beauty” in other cities.