New opportunities for cosmetic brands with advent calendars

03-Dec-2014 - Last updated on 03-Dec-2014 at 13:50 GMT

The business of Advent calendars has always been a lucrative market. However, a version for grown-ups has created new opportunities for cosmetic brands, particularly this year with the rise of the festive ‘self-gifting’ trend.

With many adults still giving each other Christmas stockings, luxury style Advent calendars are tapping into nostalgic desires.

Beauty brands like Dermalogica and Jo Malone have gotten involved this year while Benefit returned with its' quirky £60 calender, following high demand last Christmas.

Nail polish brand Ciaté was one of first beauty players to invest in the segment two years ago with a 24 piece collection including nail art & sprinkles.

“We wanted to create something exciting and beautiful that adults could embrace for the festive season and advent calendars were the perfect way to give a daily treat to the beauty-obsessed,” says company founder Charlotte Knight.

This year's ones to watch for...

L’Occitane 13 Desserts Of Christmas, £45

OK, it’s not technically an Advent calendar, but L’Occitane’s miniatures collection will still make a luxurious countdown. Inspired by the Provencal tradition of serving a selection of Christmas desserts, there's a petite pampering treat behind each of the 13 windows.

The Body Shop Beauty Advent Calendar, £50

Worth £83, the Body Shop’s advent calendar has been updated this year to include products like the Glazed Apple Body Lotion and a Colour Crush Nail Varnish, alongside bestsellers from the Vitamin E and White Musk ranges. Plus, for every calendar sold, a charity donation will go to War Child.

Tis the season to be beauty-full

Market researcher NPD Group predicts success in colour cosmetics and a return to form for fragrance this Holiday season.

Love it or loather it, the season is upon us and for the beauty industry that means it is time for brands to get competitive, campaigns to get festive and for gift sets to be released in full force.

“The smaller items that don’t generally get the big headlines, will have a big impact on the market this holiday season - taking advantage of opportunities in unexpected spaces is key in today’s shifting prestige beauty market,” says Karen Grant, vice president and global industry analyst, The NPD Group.

“The positive direction that much of the prestige beauty industry is headed in this holiday season will be given an added boost by brands’ efforts to connect with and engage their consumers in inventive ways.”