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The Sheridan&Co team attended a highly anticipated beauty event last week, the CEW production demonstration evening. CEW is renowned for bringing together the freshest and finest brands, and the people behind them.

The evening itself is centred around demonstration in order for brands to compete to win a CEW award. Awards are great devices for brands to use within their marketing as it adds to their credentials. In an era of distrust, consumers rely more than ever on testimonials and reviews. With certifications, this can help brands stand out in store.

Sheridan&Co has had the joy and privilege to work with many wonderful beauty brands across the years. Last year we worked with Christian Louboutin to launch the brand’s make up collection in Selfridges. Another highlight of 2016 was working with Kat Von D to launch her brand in Debenhams, Oxford St. Following the store’s success; we helped the brand prepare for their launch in Paris.

Other brands we have worked with over the years include Aesop, Elemis, Urban Decay, Laura Mercier, and Clarins to name a few. Our portfolio of beauty brands is broad. As we explored the CEW evening, we enjoyed talking to all brands about their products, brand stories and packaging concepts.

Thanks to social media and technology, the beauty consumer is highly educated and is savvier than ever. The market is increasingly diverse. The wellness boom and the consumer demand for transparency have meant that more consumers are looking to nature and scientifically proven data to validate their purchases.

Competition is fierce and the consumer is harder to impress. Due to this, retail is a medium for brands to innovate and differentiate from competitor brands. We recognise that each brand’s retail experience must be consumer driven, whilst the nuances and specific brand details must be communicated. Sheridan&Co has over 34 years of expertise in designing and delivering retail concepts for beauty brands. To find out how we can help your brand thrive in a highly competitive market, get in touch here.