PARIS – Advent calendars from beauty brands: They’re a gift that keeps on giving – and gaining momentum.
Every year an increasing number of retailers and cosmetics brands in Europe – from Marionnaud to Babor to L’Occitane and Décleor – gear up for the end-of-year holiday season with calendars especially conceived to count down the 24 days until Christmas. Generally made of cardboard, they typically include flaps that can be lifted to reveal one beauty item per day.
“I think that it’s a great way to get a sample into the hands of an end-consumer because it is wrapped up in all of this happiness. It’s such a joyful time of year,” said Nancy Flavin, an industry consultant. “So it’s not just like you’re throwing a sample at someone, throwing it into a shopping bag – you never know who’s going to end up getting it. This way, you know it ends up in the hands of a beauty consumer, and in addition, it’s done in a really positive way.”
Nuxe’s Advent calendar was designed to resemble a traditional Parisian building, replete with a pharmacy and fashion boutiques at the base. Les Couvent des Minimes’ Advent calendar shows a house whose windows give glimpses on to festive familial holiday scenes.
Online, Amazon has launched a digital version where people can tap into a daily beauty offer available for just 24 hours.