Cosmetics advent calendars are big business, but who has been crowned the internet's favourite?
Charlotte Tilbury’s advent calendar has been crowned the most popular beauty advent calendar this festive season.
According to research by price comparison website Cosmetify, the Puig-owned brand's sold out calendar is the most talked about cosmetics advent calendar online – with MAC, Revolution Beauty and The Body Shop among the top spots.
The annual beauty advent calendar craze is big business for brands, with the Christmas releases now becoming a highly-anticipated event.
The Cosmetify study analysed Google search data, internet article mentions of each calendar and each brand’s Instagram following to compile a list of the most popular beauty advent calendars this festive season.
Charlotte Tilbury’s Beauty Dreams and Secrets (£150) includes 12 products featuring Hollywood beauty Light Wand, Matte Revolution Lipstick and Wonderglow primer.
Cosmetify reported that the luxury make-up brand's calendar had approximately 6,600 Google searches in September and the highest number of mentions in online articles.
The second most popular beauty advent calendar was MAC’s Box of Tricks. MAC’s beauty calendar was searched more than Charlotte Tilbury’s, but received fewer mentions in articles online, with nine, in comparison to Tilbury’s 28.
A spokesperson for Cosmetify said: “Beauty calendars have become much more mainstream in recent years, so it is fascinating that Charlotte Tilbury’s calendar takes this year’s top spot.”