Burberry’s new retail concept brings Burberry fashion and beauty together in an innovative format that allows customers to explore the connections between make-up, fragrance and accessories through personalised physical and digital experiences. The launch follows the establishment of beauty as the brand’s fifth product division in April 2013, and the launch of Brit Rhythm. its most significant men’s fragrance to date, in September.
The Burberry Beauty Box features the full Burberry Beauty collection of make-up and fragrance, as well as limited-edition products. The space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in that store. All products are gift-wrapped in exclusive Burberry Beauty Box gift packaging. According to the brand, the space is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. The store features a custom-built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade. In addition, there is a 16ft “digital chandelier” showcasing monthly beauty content over multiple screens, with the aim of bringing new looks and products to life.
The Burberry Beauty Box is the brand’s first till-free retail environment. Payments are taken using a mobile point of sale system on iPads and iPhones, which also offer the option of digital receipts.
The Digital Runway Nail Bar is said to offer a playful virtual experience for trying on the latest Burberry runway nail shades. By placing a Burberry Nail Polish onto an RFID-enabled platform, customers can choose their skin tone and “virtually” experience the selected nail shade.
“Kiss recognition technology”
To support the launch of its beauty division, Burberry launched the ‘Burberry Kisses’ campaign in june. It is part of Google’s Art, Copy & Code initiative, which aims to humanise technology through emotive digital experiences. The experience is hosted on a dedicated platform at Kisses.Burberry.com, where Google Chrome and mobile users can share a kiss with loved ones around the world.
“Kiss recognition technology”, described as a digital first, uses a desktop camera or direct lip contact on a touch screen device to capture people’s real kisses. The kisses can then be shared, along with a personalised message and the option to choose a lip colour from the Burberry Beauty range, with others on Google+ and social media sites.
Christopher Bailey, the chief creative officer at Burberry, said: “We’re constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space. “Burberry Kisses began with the idea of giving technology a bit of heart and soul, and using it to unite the Burberry family across the world, by telling a story that makes the digital personal.”