Burberry Beauty

Burberry's iconic foundation takes flight in Asian travel retail

The task

We worked with Coty to introduce the innovative new Burberry Beyond Wear foundation to travel retail in Asia. Inspired by the fashion brands iconic trench coat fabric, we delivered a series of successful beauty masterclasses to showcase the innovative foundation’s flawless finishing to travellers.



Concept design

Digital media planning

Digital Production

Content development


UX / UI design

Circle Square brand device

To engage with travellers before their trip and drive awareness for the new product, we adapted the global campaign for travel retail by inviting customer to "Go Beyond The Skyline”. The elevate concept was based around the premise that the Beyond Wear foundation liberates us with the freedom to go higher and further, even beyond the skyline.

Building on the narrative of our concept, we worked with a series of professional make-up artists to develop exclusive makeup looks that celebrate the fashion icon’s pioneering spirit whilst amplifying the new products key benefits. Each live masterclass was delivered directly to travellers in the duty free store as well as live-streamed, building excitement around the launch and emphasising Burberry’s uniqueness in the foundation category.

To build awareness, our digital media strategy used precise targeting on confirmed travellers to deliver bespoke campaign content optimised to gain higher conversion rate. Further building the excitement, our MUAs posted to social media before and after the show to increase awareness and visibility with our target audience.

Following the masterclass BAs invited audience members to enjoy one-to-one beauty consultation sessions including product testing and cross selling to further drive sales during the demo show period. This integrated approach generated impress results from awareness to recruitment and sales across online and offline channels.

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