What next for beauty advent calendars?

By Rachel Lawler 2-Nov-2016

Beauty advent calendars get bigger every year and 2016 has seen a surge of interest in the gifts

Once upon a time, advent calendars were primarily for children. Filled with small pieces of chocolate, they were a fun way to count down the sleeps until Christmas.

Fast forward to today and adults are unashamedly in on the action with advent calendars available to suit an array of consumer tastes across categories – and nowhere has this trend been more apparent than in beauty.

Premium calendars

This year, there are more beauty advent calendars available than ever before, with an emphasis on premium offerings with prices to match.

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Luxury brands such as Jo Malone and Clarins have brought out versions, while retailers Liberty and Selfridges are offering a curated selection of products from across their most popular brands.

I thought that beauty advent had hit its peak last year, but not at all! This year has seen a surge in the category, and what’s more they sell out in moments."


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