Featuring shimmer, sparkles, and gems, the brand has since been used to create sugar plum fairy makeup-inspired looks on the runway. (The most recent was Christian Cowan's astronomy-inspired NYFW ...

In 2008 Fairy was brand leader, with phenomenal share in Spain (45% value share) and the UK (50% value share) – and no significant branded competition 2. However, in 2008 the world economy plummeted ...

This was the dilemma that Fairy faced in 2008. It was a national favourite ... In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles ...