3. PROJECT
OVERVIEW
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.
4. THE
OBJECTIVE
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.
5. THE
SOLUTION
Urban Decay’s quirky packaging
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.
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
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
