CASE STUDYURBAN DECAY,ALICE IN WONDERLAND RETAIL DESIGN

PROJECTOVERVIEW

CLIENT

Urban Decay

PRODUCT

Limited edition Book 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.

THEOBJECTIVE

Urban Decay produced a 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.

THESOLUTION

Urban Decay’s quirky packaging

features a pop- up scene of Alice’s

journey through the mushroom

forest.

In seven out of the nine stores the

promotion featured:

• Alice- themed graphics were

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.

RENDER TOREALITY

RENDER TOREALITY

FPO

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

ACCOLADES

PRESS

1 total retail 2 the drum 3 retail focus 4 pure beauty 5 FX 6 design week

OUR COMPANY

COMPANY NAME

Sheridan&Co

WEBSITE

www.sheridanandco.com

ADDRESS & NUMBERS

Head Office

+44 (0)1858 468 000Market Harborough

Riverside

Market Harborough

Leicestershire

LE16 7PT

UK

London

+44 (0)20 7486 749910A Blandford Street

London

W1U 4AZ

UK

New York

+1 212 625 166684 Wooster Street

Suite 703

NY, NY 10012

USA

COMPANY REGISTRATION

NUMBER

1720277

TYPE OF ORGANISATION

Privately owned company

TYPE OF ORGANISATION

Michael Sheridan: CEO & Founder

Julien Sheridan: Sales &

Communication Director

John Dupuis: President-

US Office

OFFICE LOCATIONS

Sheridan&Co has offices in

London and New York with an

affiliate office in Shanghai.

HQ, logistics and manufacturing

sites are located in Market

Harborough.

NUMBER OF EMPLOYEES

80 worldwide