Since buying back the licensing rights to its Beauty business in 2012, Burberry has made substantial developments in its retail and product development strategies. One such development was opening up Burberry Beauty Box, a digitally enhanced retail store, in London’s Covent Garden in December 2013. The boutique relies on iPads and iPhones for checkout, and customers can sample nail colors used on the runway in a virtual nail bar that detects the user’s skin tone through RFID technology. Customers can also book styling, fragrance discovery and nail services at the store. The store has a digital chandelier showcasing Burberry’s runway shows.
Burberry also blurred the lines between the tactile and digital in the online Burberry Kisses campaign. It employed Google’s facial recognition technology to send a kiss-sealed love notes. Customers were asked to press their lips against the iPad or computer screen to leave an imprint and color the kiss in one of Burberry’s five lipstick colors. The campaign site showed an animation of the letter flying to the recipient’s city.
Burberry has been a leader in digital moves; one of the first to create a Facebook page and broadcast its fashion shows online. These campaigns – featured as Flashes of Genius in our Digital IQ Index: Beauty | UK report – are a continuation of its signature tech-savvy style.