Burberry has launched its first ever standalone beauty store in London's Covent Garden. And it looks amazing.
Situated opposite its Burberry Brit boutique, the new Burberry Beauty Box is ideally nestled between Chanel's and Dior's beauty stores. Looks like the competition has just ratchet up a knot.
Burberry is a digital leader in the fashion world, and so it comes as no surprise that the concept store is equipped with iPads and iPhones instead of tills, and gadgets to let you test beauty products virtually first. Not sure about how that nail polish will look against your skin tone? Try it virtually first and find out.
Burberry CEO Christopher Bailey said: 'The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories.'
The beauty products will reflect the catwalk collections, and each season customers will be able to buy new beauty looks straight from the runway: just as they can with the clothes.
As well as this, the brand will unveil a new colour trend each moth, which will be available to buy in capsule collections. Alongside the cosmetics, which start at £15 for nail polish, are fragrances, scarves and bags.
We think we know where next month's wage packet is going...
By Olivia Marks