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Wait lists, discounts and unboxing: the bizarre world of beauty advent calendars

By Leah Harper

Forget chocolate – this year brands including Nars, Glossybox and Mac are counting down to Christmas with cosmetics. But are they really worth the (often hefty) pricetag?

For a long time, the Advent calendar landscape has been dominated by chocolate. But no longer: luxe Advent calendars have become increasingly common over the last five years, but 2018 is truly the year of the beauty calendar boom.

Google Trends show a 20% increase in online searches for “beauty Advent calendar”, which peaked at the beginning of December last year and looks set to spike again this year. Meanwhile, Boots says it has seen a huge increase in demand for beauty Advent calendars: this year’s No7 Advent calendar had a waiting list of 130,000 and sold out within 72 hours. Debenhams experienced more than 8,000 website searches for their Ultimate Beauty Advent calendars and Sara Stern, the company’s health and beauty trading director, says that “after it sold out, we saw it on online auction sites for as much as double the original price”.

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Via:: https://www.theguardian.com/fashion/2018/nov/30/from-waiting-lists-to-unboxing-the-bizarre-world-of-beauty-advent-calendars