Anastasia Beverly Hills
Retail

WITH AN INSTAGRAM FOLLOWING OF NEARLY 17 MILLION, ANASTASIA BEVERLEY HILLS HAS GROWN TO BECOME A PIONEERING COSMETICS BRAND, SPECIFICALLY IN FORGING THE PERFECT BROW

Sheridan&Co worked to design Anastasia Beverley Hills’ first ever UK retail concession in Selfridges, Trafford, the biggest of its kind for the US brand. The launch is part of the brand’s wider global expansion plans to gain strong presence within European markets.

Follow our journey See the end result

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH”

Michael Sheridan - Chairman and Founder

Discovery

With its immense social media following and premium yet accessible cosmetics range, it has found fanship amongst a diversity of consumers – from millennials to professional make-up artists to celebrities.

Direction

"SOCIAL MEDIA CAN ACT AS A BRAND’S STOREFRONT, EMBODYING A DOORWAY TO THEIR COMMUNITY AND STORY"

Our challenge was to help this already successful brand in the US enter the UK market with a concession that distinctively catered to European tastes, gave a nod to its social media gravitas, whilst still remaining recognisably Anastasia Beverley Hills.

Design

"IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE A BRAND INTO A PHYSICAL SPACE."

Michael Sheridan - Chairman and Founder

Retail Design

The site uses a colour palette comprising ivory, rose gold and accents of matte black. The juxtaposition of light against dark, with subtle inflections of brushed rose gold, gives the brand’s retail presence a decadent and feminine yet distinctively modern identity that will appeal to its consumers.

Creative Concepts

Concept 1

Concept 2

Concept 3

Concept Refinement

The Final Concept

Concept Management

The launch at Selfridges Trafford represents the biggest retail concession for the premium cosmetics brand renowned for its authority on brows and for its A-Lister. Another permanent and temporary site has since been launched in London Selfridges.