Burberry Beauty Opens a New Fragrance and Make Up Destination at Shinsegae South City
Burberry Beauty has opened at Shinsegae South City in Yongin, South Korea, creating a dedicated destination for customers to discover the house’s fragrance and make up collections. The new space brings together the codes of Burberry in a beauty focused retail environment where product, design and service meet.
Located at 536 Poeun-daero in Yongin, the opening reflects the continued importance of South Korea to the global beauty market. Customers visiting the new Burberry Beauty space can explore fragrance, lip products and the broader make up offer in person, discovering how the house translates its fashion identity into colour and scent.
For Burberry, beauty has become an important extension of its wider brand world. The house is recognised for its British heritage, signature check, outerwear and relationship with the changing weather of London. Its beauty collections take inspiration from those familiar references, using shades, textures and packaging to create products that…
feel connected to the same visual universe. Fragrance is a central part of that experience. A scent can communicate a brand’s identity in a more personal way, becoming part of a customer’s everyday routine and memory.
Through its fragrance portfolio, Burberry Beauty combines floral, woody, fresh and gourmand compositions that offer different interpretations of the house’s modern British spirit. The new Shinsegae South City space allows customers to experience these fragrances beyond a tester strip or online product page.
In store discovery is especially valuable for fragrance because it gives shoppers time to understand how a scent develops on the skin. Lip products are another key focus of the new destination. Lip colour often works as an entry point into a beauty brand because it is expressive, wearable and easy to personalise.
Different finishes, from soft mattes to luminous balms, give customers ways to adapt a beauty look to their own style, mood and daily routine. The connection between fashion and make up is particularly relevant…
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