For the past few years cosmetics advent calendars have been a big hit. Often containing a host of miniature beauty products for each day in the run up to Christmas day, they provide an innovative way for consumers to celebrate the festive period, while simultaneously providing a unique sampling and promotional opportunity for brands.
This year, however, brands are increasingly including full-size products in their calendars and producing them on limited edition runs. This shift has been seen before in a slightly different sampling channel: the beauty box. Beauty subscription boxes started out predominantly offering sample sizes and have since gone on to carry full-size products and exclusive editions in collaboration with well-known figures, brands or social media influencers.
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