The renewed classical enthusiasms of the late 1760s and early 1770s were of major importance to his sales promotion. His expensive goods were in much demand from the upper classes, while he used emulation effects to market cheaper sets to the rest of society. Every new invention that Wedgwood produced – green glaze, creamware, black basalt and jasperware – was quickly copied. Having once achieved efficiency in production, he obtained efficiencies in sales and distribution. His showrooms in London gave the public the chance to see his complete range of tableware.