Following the success of its flagship store in London, Burberry opened its first Burberry Beauty Box in Seoul, South Korea on Thursday 18th December. The opening is the brands first beauty store in Asia, drawing upon the British brands Covent Garden store, which was designed by Chief Creative and Chief Executive Officer Christopher Bailey.
The opening was hosted by Burberry model and IT girl, Suki Waterhouse who is the current face of Burberry makeup. Starring in the latest makeup campaign for Burberry eyes, Waterhouse used her famous name to fully expose the brand. A tutorial of her makeup look for the evening was uploaded to YouTube, with streams of publications later admiring Waterhouse’s look, all Burberry of course.
The event was attended by 100 exclusive guests including actress Kim Min Hee, singer Yuri and Burberry model Sung Hee. A press release on Burberry’s website stated, “The newly opened Burberry Beauty Box store reflects the brand’s global beauty focus and long-term commitment to Korea”.
Burberry stated that the intimate cocktail event aimed to blend fashion and beauty, “in an innovative new format the Burberry Beauty Box encourages customers to interact with the brand’s make-up and fragrance collections and accessories through physical and digital experiences”. Customers will be provided with beauty styling, makeup master classes and fragrance discovery. In keeping with Burberry’s bespoke fashion, customers will be able to buy a monogrammed bottle of perfume.
The move will provide Burberry with further exposure, following Victoria Beckham’s son Romeo modelling the deluxe children’s range. The brand has also seen impressive digital growth with 3.44m followers now on twitter and iPads being used in store to keep track of stock levels and to show customers the latest Burberry has to offer. With further expansion imminent, Burberry looks set to thrive in this technology driven age.