Beauty advent calendars aren’t living up to their full potential, here’s why

Published: 13-Dec-2023
Packaging Marketing

How can next year’s beauty advent calendars learn from 2023’s batch to up their game? Asks Clare Cryer, Vice Present – growth, EMEA at Outform

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The beauty industry has pioneered the transformation of the once-humble advent calendar into a seasonal sensation. 

Its success in driving consumer demand to fever pitch is such that beauty shoppers were this year queuing at the crack of dawn for Liberty’s latest offering and calendars from a host of other beauty brands and retailers quickly sold out. 

It is a phenomenal achievement. 

In creating heightened demand, the industry has gained an additional revenue-driving moment during the countdown to Christmas.

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