One Face in Europe: How We Help Beauty Brands Grow Across Borders

How do you ensure your brand delivers consistent quality and experience in every market without compromising local relevance? For premium brands in beauty, fashion, and luxury products, striking this balance is crucial. They increasingly seek a central partner who is both locally strong and maintains a European overview.

At Sarawak, we combine exactly that: local anchoring with international coordination. This approach works not only in beauty but equally well in fashion and other premium sectors.

Trust Begins Locally

Premium products demand a premium experience. Customers desire advice from someone who understands them—not just linguistically, but also culturally, habitually, and within their shopping environment. That’s why we employ local specialists—Beauty Advisors and Make-up Artists—carefully selected and trained to represent brand values and products at the highest level.
What resonates in a luxury perfumery in Paris might not appeal in a department store in Amsterdam. We build our teams per market, with deep insights into local consumer behavior. This way, we create genuine brand experiences and build trust—exactly what’s needed to convince premium customers.

Glocal Works:

Think Globally, Act Locally

Our approach is based on the principle of glocalization: we combine central processes, uniform training programs, and digital tools with local execution.

This results in a hybrid model that is both scalable and effective. Whether it’s product training, customer approach, or reporting—everything is tailored to the practices in each country. And this model works: not only in beauty but equally well in fashion, travel retail, and other premium segments.

One Face, Multiple Markets

By guiding local teams with central processes, systems, and methods, we create a hybrid model that is both scalable and effective. We utilize uniform training trajectories and digital tools for reporting and planning but ensure their implementation is adapted to local practices.

Why This Works

• Local experts (such as Beauty Advisors & Make-up Artists) who understand culture and consumers
• Central management with one face for multiple markets
• Uniform processes for reporting, planning, and KPIs
• Scalable model for premium brands in beauty, fashion, and luxury products

The Strength of the Sarawak Group

As part of the Sarawak Group, we operate in more than ten European countries. This enables us not only to deliver locally but also to coordinate strategically at the European level. Whether it’s a temporary promotional campaign in Southern Europe or a long-term deployment of Beauty Advisors or Make-up Artists in the Benelux: we offer brands a partner who oversees the entire playing field and pays attention to local nuances.
Moreover, as an APA member (Airport Promotion Agencies) in Belgium and France, we are connected to a strong network of experts in premium activation. Within APA, best practices, market insights, and trends are continuously shared—ensuring our approach remains up-to-date and innovative.

Looking to Strongly Position Your Brand in Every Market?

For us, the deployment of Beauty Advisors, Make-up Artists, and brand ambassadors doesn’t stop at national borders—or at the beauty sector. Whether you’re active in beauty, luxury, or fashion: we help your brand shine both locally and internationally.

👉 Contact Stefanie Fidock, Head of Cosmetics & Travel Retail, and discover what we can do for your brand.