Annual beauty Advent calendar craze is changing how cosmetics brands court new shoppers [Globe and Mail, The (Toronto, Canada)]
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Source: Globe and Mail, The
While lounging on Prince Edward Island's Brackley Beach this past July, I opened my iPhone to an e-mail from Liberty London prompting me to join the waitlist for the 2024 edition of its beauty Advent calendar. “Worth £1,205 but yours for £260, it's packed with 28 products, including 18 full-sized, from the most covetable brands in skincare, makeup, hair and fragrance,” the unseasonable e-mail read. It tempted me further with visuals of the calendar's whimsical packaging, which is illustrated with scenes of the English retailer's landmark London flagship by the artist Clym Evernden. With the sun in the sky and the Atlantic at my feet, counting down the days to Christmas was the furthest thing from my mind. But the timing of the e-mail was a clear indicator that the hype surrounding these limited-edition beauty collectors' items has reached another level. The beauty Advent calendar format dates to the early 2010s when marketers at brands such as the Body Shop and Boots saw the potent
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