Beauty advent calendars are no longer just about value for money, as brands move towards far more lavish aesthetics to stand out in the thickly saturated segment.
Charlotte Tilbury’s upcoming Treasure Chest Of Love calendar is a luxurious heart-shaped box with drawers that have individually designed glass handles shaped like hearts and stars.
Liberty London’s beauty advent calendar, meanwhile, is physically shaped like its flagship store on Regent’s Street with a whimsical and festive hand-painted look.
There is distinct pressure to be unique, as more consumers than ever before are hunting for calendars.
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