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Case study, Urban Decay, Alice & Wonderland Promotion
Sheridan&Co was tasked with promoting Urban Decay's limited edition Alice in Wonderland eyeshadow palette across nine Debenhams stores in the UK. They designed creative displays featuring Alice-themed graphics on existing retail sites, countertops with the palette nestled in fake grass, and consultation tables dressed as the Mad Hatter's tea party. The campaign was very successful, driving four times the normal sales in its first week in a Sephora store in Paris.
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Case study, Urban Decay, Alice & Wonderland Promotion
- 2. CASE STUDY URBAN DECAY, ALICEIN WONDERLAND RETAIL DESIGN
- 3. PROJECT OVERVIEW CLIENT Urban Decay PRODUCT Limited editionBook of Shadows eyeshadow palette compact. TARGET MARKET 16-25 year old women LOCATIONS Nine Debenhams stores nationwide BRIEF Design a creative promotional campaign to drive sales of the limited edition compact, whilst being considerate to the current design of the retail site and the Urban Decay brand.
- 4. THE OBJECTIVE Urban Decay produceda limited edition eyeshadow palette compact called ‘Alice in Wonderland Book of Shadows’ created as a homage to Tim Burton and Disney’s eagerly awaited film. Sheridan&Co were tasked with developing a campaign to promote the palette across nine Debenhams stores nationwide in the UK.
- 5. THE SOLUTION Urban Decay’s quirkypackaging features a pop- p scene of Alice’s u journey through the mushroom forest. In seven out of the nine stores the promotion featured: • Alice- hemed graphics were t applied onto existing retail sites • Countertops showcasing the product nestled in artificial grass The back wall featured Alice graphics and model photography used throughout the campaign. Three consultation tables draped in fabric in Urban Decay’s signature purple were dressed with giant teacups to echo the scenes from the mad hatters tea party.
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- 8. ACCOLADES The results have been outstanding. After the first week of the Urban Roadshow in Sephora in Rue de Haussmann, Paris, we have sold an amazing €10,000 of product. That’s four times normal trading. Sheridan&Co has turned around an amazing creative, high quality product for us in a very short time which allows us to present the brand to beauty consumers in a different way.COURTNEY BABER, HEAD OF GLOBAL BUSINESS DEVELOPMENT AT URBAN DECAY
- 9. PRESS 1 total retail2 the drum 3 retail focus 4 pure beauty 5 FX 6 design week
- 11. OUR COMPANY COMPANY NAME TYPE OF ORGANISATION Sheridan&Co Privately owned company WEBSITE TYPE OF ORGANISATION www.sheridanandco.com Michael Sheridan: CEO & Founder Julien Sheridan: Sales & ADDRESS & NUMBERS Communication Director Head Office John Dupuis: President- +44 (0)1858 468 000 US Office Market Harborough Riverside OFFICE LOCATIONS Market Harborough Sheridan&Co has offices in Leicestershire London and New York with an LE16 7PT affiliate office in Shanghai. UK HQ, logistics and manufacturing sites are located in Market London Harborough. +44 (0)20 7486 7499 10A Blandford Street NUMBER OF EMPLOYEES London 80 worldwide W1U 4AZ UK New York +1 212 625 1666 84 Wooster Street Suite 703 NY, NY 10012 USA COMPANY REGISTRATION NUMBER 1720277