Burberry selected Seoul as the site for its first Beauty Box in Asia. Located in the Coex Mall, the store opened in December and features a full lineup of products, plus an array of services like a lip and nail bar, a customized digital scent journey and in-store monogramming for fragrance bottles. The boutique is Burberry’s first stand-alone store in Korea and serves as a harbinger of bigger things to come, says Simona Cattaneo, senior vice president of beauty at Burberry, who notes that foot traffic from younger shoppers has been particularly encouraging. “From a product perspective, My Burberry [scent] is overperforming,” she says, “and the points of digital engagement have become a big point of attraction in creating engagement with Korean Millennial customers.”

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