At the close of 2014, Burberry opened its first Beauty Box in Seoul, South Korea, marking the debut of its beauty retail concept in Asia.
The Beauty Box offers makeup for face and nails, fragrances for both sexes, and accessories including eyewear, scarves and small leather goods.
The retailer's space is meant to be hands-on and creates the experience using physical and digital touch points.
The My Burberry Digital Experience allows shoppers to interact with a large screen to discover scents, explore craftsmanship and watch campaign videos.
There is also a digital Lip & Nail Bar that offers shoppers the ability to test out lip and nail makeup shades on an RFID-enabled platform. Consumers can customize the program to their unique skin tone to give the selected shade more personal accuracy.
The digital experience continues with a screen in the shape of the iconic Burberry check that runs content on the store's exterior facade, in addition to a 95-inch screen that broadcasts Burberry Prorsum runway shows.
Other in-store accomodations include a gifting service, an in-store monogramming service, makeup and fragrance consultations, makeup application classes, and a one-on-one beauty refresh service.
The Beauty Bar is following in the footsteps of beauty retailers that have been utilizing in-store digital technology to enhance the shopping experience. For example, last summer Sephora launched an in-store 3D Augmented Reality Mirror that can simulate cosmetics on a user's face, in 3D, using real-time.
Foot traffic thus far from younger shoppers in Korea has been encouraging. "The points of digital engagement have become a big point of attraction in creating engagement with Korean millennial customers," Simona Cattaneo, senior VP of beauty at Burberry told Women's Wear Daily.
Experimenting with digital platforms is not new to Burberry. Last fall when Twitter began experimenting with a 'buy button,' the retailer was one of the first testing out the program.
-See this Burberry press release
-See this Women's Wear Daily article (subscription)
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