Burberry today announces the opening of The Burberry Beauty Box in London’s Covent Garden. This new retail concept brings Burberry fashion and beauty together in a format that allows customers to explore the connections between make-up, fragrance and accessories through personalised physical and digital experiences. The Burberry Beauty Box features the full Burberry Beauty collection of make up and fragrance, as well as limited edition beauty products. The space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in the store. Customers can explore signature Burberry looks, created using a combination of make-up, fragrance and accessories that connect Burberry fashion collections and Burberry Beauty. A new look will be revealed each month, available to experience in store. All products are gift-wrapped in exclusive Burberry Beauty Box gift packaging. The space features a custom built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade; a 16ft ‘digital chandelier’ showcasing monthly beauty content over multiple screens, bringing new looks and products to life; and the brand’s first till-free retail environment. Payments are taken using a mobile point of sale system on iPads and iPhones, which also offers the option of digital receipts.

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