A first look at 2020’s beauty advent calendars

As the beauty sector turns its attention to the busy festive shopping period, Cosmetics Business rounds up 5 beauty advent calendars poised to hit the market for Christmas 2020

The coronavirus pandemic may have deprived the beauty industry of its usual flurry of product launches and trade shows, but there’s no stopping Saint Nick.

Since being given a glimpse of normality, as Covid-19 restrictions on businesses ease, brands are focusing their attention back on the upcoming festive shopping period – and NPD is at the top of their lists.

Here is a round-up of the five beauty brands getting ahead for the yuletide season.


1. Jo Malone London

Jo Malone London’s coveted advent calendar has returned for 2020.

This year, the brand’s classic townhouse design has been redressed with images of balloons and is said to celebrate ‘a season of scent’.

Filled with 24 products including colognes, travel-size bath and body products, as well as miniature candles, Jo Malone London has also stored a ‘scent surprise’ behind door number 24.

The calendar will be available exclusively at jomalone.co.uk from 1 October two weeks before its UK in-store roll-out. It retails at £320.

2. Lush

Taking inspiration from its 2019 calendar, Lush has launched its second reusable handmade advent calendar.

The nighttime garden-inspired case was created by London-based designer Sally Kelly and is made from recycled materials.

The 24 product line-up includes six ‘retro’ Lush products from Christmas’ gone by and three new products that are exclusively available as part of the brand’s gift ranges.

“For our 2020 Advent Calendar we wanted to give customers another unique gifting experience,” said Suzie Hackney, Lush’s Creative Direction.

“The same considerations have been made last year, with the goal of creating a lasting piece of packaging, which has a life way beyond Christmas.

“The packaging design has taken inspiration from a vintage luggage trunk, aiming to conjure the same magic as Mary Poppins’ carpet bag.”

The calendar is now available to pre-order and retails at £185.

3. Fortnum & Mason

Luxury British department store Fortnum & Mason tapped into the beauty advent calendar trend two years ago and is poised to introduce its third consecutive launch.

Featuring 25 products from brands across Noble Isle, Iconic London, Chantecaille and Dr Russo, the calendar comprises skin and body care items, wellness and colour cosmetics.

The calendar is adorned with gold detail on a red background with mint green inside its doors.

Retailing at £195, the limited edition product is now available to pre-order and will launch in store from 18 September.

4. Babor

The new Christmas advent calendar from Babor features 24 ampoules of its skin care products.

The ampoules are available in the brands Hydra Plus, Algae Vitalizer, Beauty Rescue, Active Night, 3D Firming, Lift Express, as well as its Grand Cru The, Grand Cru The White and Grand Cru The Black ranges.

For the first time Babor’s Stress Control formula will also feature in the calendar.

The design is said to embrace the pre-Christmas holiday spirit with a black and gold detail, and a ‘With Love’ inscription.

5. Selfridges

The Selfridges Exclusive 25 Day Beauty Advent Calendar has been revealed and like previous years, consumers will be able to get their hands on full size products, as well as sample sizes.

Available from mid-October and priced at £210, it contains 12 full size products, 11 in travel sizes, two in sample size and one complimentary service at Selfridges’ Beauty Concierge.

Products range from brands including Byredo, Ren, Pixi, Eve Lom and ByTerry, which are available in gift sizes.

Meanwhile, opting for a less traditional festive colour, the retailer has chosen a pale pink hue with gold detailing.

Companies

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