Burberry sees success in China with 'beauty box' concept

By Michelle Yeomans

- Last updated on GMT

Burberry sees success in China with 'beauty box' concept

Related tags Skin care Cosmetics

International luxury fashion house and beauty brand, Burberry has opened its third 'beauty box' in China - a concept that offers personalised and digital experiences in colour cosmetics, skin care, nail care and fragrances. 

Burberry first brought the 'beauty box' to Seoul in 2013, and has since expanded into Hong Kong and Shanghai.

The luxury brand's stores in Asia have reportedly drawn inspiration from the flagship boutique in London’s Covent Garden, giving shoppers access to the brand's experts in fashion and beauty.

Chief Executive Officer, Christopher Bailey is the man behind the concept that connects the world of Burberry to consumers through in-store physical and digital experiences.

They include a digital 'Lip & Nail Bar', consultations to discover scents and order in-store monogrammed labels to create customised perfumes, explore the craftsmanship of the products and watch campaign videos.

Boutique services are making a comeback..

In Japan cosmetic manufacturers have been developing more specialized products and personalized services to make up losses in their boutiques due to stiff competition from drugstores.

Recent research published by Fuji Keizai Management revealed that Japanese consumers have been choosing online malls or drugstores over beauty boutiques in the last ten years.

In an effort to get back on track, the country's cosmetic brands are looking to win shoppers back by developing more personalised products and services with skin care experts.

Asia beauty giant Kao for example, is set to open a ‘communication hub’ in Tokyo which the brand describes as designed to 'promote customer satisfaction and understanding'.

According to The Japan Times; the store, referred to as 'Sofina Beauty Power Station', will offer personal skin care tutorials, a testing space and a demonstration area.

Likewise, Shiseido is set to launch a new range for teenagers and over 60's - 'Benefique' skin products, while Kanebo will introduce its specialised skin care line 'Twany' in October.

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