Burberry launched its makeup collection in Japan on September 16th. It began selling on its official LINE account on the 15th and at the newly opened "Burberry Beauty Box" at Ginza Mitsukoshi and Hankyu Umeda Main Stores on the 16th.

Burberry Japan has been strengthening its digital initiatives in recent years. To sell its makeup collection, it launched a new "Burberry Beauty Box on LINE" for a limited time from the 15th to the 21st. On the same day, it also launched an official Apple Music channel, the first for a fashion brand.

The brand opened its official LINE account in January of this year. In February, it live-streamed its 2015-16 Autumn/Winter collection using the real-time video streaming feature "LINE LIVE CAST." This time, "Burberry Beauty Box on LINE," which combines the Burberry official account's customer base with LINE's e-commerce functionality, will sell three limited edition sets. The Burberry Channel on Apple Music features music from artists participating in "Burberry Acoustic," a program launched in 2010 to support young musicians, as well as music previously featured in Burberry shows. The new stores, opening as part of Burberry's expansion strategy in the Japanese market, at the Ginza Mitsukoshi department store and the Hankyu Umeda flagship store, are the world's first "counter-style" stores. Designed by Burberry CCO and CEO Christopher Bailey, the space incorporates the concept of the "Burberry Beauty Box" street-level store in London. The stores offer everything from the full makeup collection to fragrances, including the new women's fragrance "MY BURBERRY," and fashion accessories like pouches and scarves. The store also features a "Digital Lip & Nail Bar," where customers can scan the RFID tag attached to a product to simulate the color and compatibility of that item with their skin tone on the screen. Other services offered include engraving initials on a 90ml bottle of My Burberry, makeup services for signature looks, and fragrance consultations.