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Brief Published: 29 Nov 2021

Beauty Advent Calendars 2021: Packaging Stories

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Diptyque

Sales of advent calendars at UK beauty retailer Boots increased by almost 20% in 2020, with one selling almost every minute in the run up to Christmas (Boots, 2021) – proving just how lucrative this holiday is for the beauty industry. We round up the standout advent calendars and key packaging stories for 2021. 

  • Star Motifs: A key symbol of Christmas, stars vary in shape and size across advent calendars this year. The motif dangles in simplistic vertical chains over UK make-up brand Charlotte Tilbury’s calendar, while the one for British perfume brand Jo Loves is a star-shaped design itself.
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Beauty Pro
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Charlotte Tilbury
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Olive & June
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Jo Loves
  • Abstract Swirls: Taking a more artistic approach, beauty brands like French fragrance label Diptyque and British make-up line Mac’s advent calendars are designed with eye-catching swirls and optical illusions to evoke curiosity and mystique.

    Elsewhere, ripples and waves feature on Estée Lauder-owned La Mer’s box in rich emerald and gold shades. And luxury fashion house Emilio Pucci’s collaboration with fragrance brand Acqua di Parma (both Italian) results in a warped signature yellow, blue and gold print from the fashion house, reflecting the whirlwind of surprises enclosed inside.
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Diptyque
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Mac
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Emilio Pucci x Acqua di Parma
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La Mer
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  • Theatrical Scenes: Renowned for their showstopping spectacles Christmas calendars each year, British luxury department store Liberty London and French fashion and beauty brand Dior both reveal dream-like and enchanting advent scenes. Additionally, London department store Harrods’ calendar features delicate and magical illustrations.
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Dior
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Liberty London
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Harrods
  • 3D Pop-Ups: Adding an element of craft and play, British cosmetics brand The Body Shop and Dutch cosmetics brand Rituals both market pop-up advent calendars. The former features a joyful 3D Christmas parade, while the latter allows consumers to assemble their own village with miniature lights and houses. See Christmas 2021: Brand Engagement Steers for more on festive craft.
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The Body Shop
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Rituals
  • Eco Packaging: With advent calendars remaining an ever popular purchase each Christmas season, sustainable packaging is a design imperative. French cosmetics brand L’Occitane’s reusable advent calendar is made from recycled cotton and can be used for years to come. Meanwhile, British natural cosmetics giant Lush’s advent box is constructed with 100% recycled paper and polyester made from recycled drinks bottles.
  • Clever Incentives: For its first ever advent calendar, UK-based The Perfume Shop is offering up miniature versions of some of its more popular fragrances. Cleverly, one door houses a Travalo refillable atomiser that consumers can take in-store to fill with their favourite fragrance from the calendar. As further incentive, the calendar acts as a 10% discount on a full-sized bottle. The initiative shrewdly extends the retailer’s relationship with the customer beyond Christmas, and into the new year.

For more Christmas packaging inspiration, see Christmas 2021: Beauty Inspiration.

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L’Occitane
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Jo Malone
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Chantecaille
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Lush
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The Perfume Shop
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