Burberry Opens Dedicated Beauty Store to Introduce New Cosmetics

British fashion label Burberry has opened a new digitally enhanced retail location to showcase its recently launched beauty line. The Burberry Beauty Box, located in London's Covent Garden, carries Burberry's beauty, fragrance and accessory lines, and offers consumers the ability to discover the brand's cosmetics through both sales associate consultations and digital touchpoints, including mobile checkout. By creating a space specifically for its beauty line, Burberry is able to encourage consumer interaction with its beauty products, drive sales of the new line and test out new retail tactics.