This story first appeared on Wednesday, October 16, 2024, in The Strategist Beauty Brief, a weekly newsletter in which our beauty writers share their must-tries, can-skips, and can’t-live-withouts. But we liked it so much we wanted to share it with all of our readers. If you want more first impressions of buzzy launches, quick takes on what’s trending on TikTok and Instagram, and deep dives into the week’s best beauty launches, sign up here. The Strategist Beauty Brief is delivered every Wednesday.
In this edition of the Beauty Brief, writers Rachael Griffiths and Tembe Denton-Hurst chat with senior editor Crystal Martin about how they pick the best beauty Advent calendars (months before Christmas).
TDH: It’s been interesting to watch the Advent-calendar evolution over the years from being just a chocolate countdown thing to now a beauty-product thing. It’s a way for brands to introduce, or in some cases get rid of, things that aren’t selling.
RG: I agree. I think a lot of brands wised up to the fact that they can give you one good product in the set and otherwise unload a lot of crap on you.
CM: So how do you figure out which ones are actually good?
TDH: I honestly just don’t even pay attention when they’re like, “This is the total value.” I’m considering whether this is worth people’s while. I’m thinking about what stuff from the brands people really want. For example, the Augustinus Bader calendar is $585. You get lots of small AB products, but everyone comes to that brand for only one thing: the Rich Cream. But if you take Liberty London’s, for example, you get a full size of the Augustinus Bader cream, plus a dozen other full sizes and other things for $345. Generally, the retailer calendars are better than the brands’.
RG: Yes, it’s about the product mix. Anthropologie’s calendar has the hero products from all the included brands, like Supergoop! Glow Screen and First Aid Beauty Ultra Repair Cream. They’re miniatures, but they’re minis you’d actually want to buy.
TDH: Anthropologie’s already sold out, but sometimes brands do restocks, and it’s early in the season so I’m hopeful. There’s a wait list. Bluemercury is still available, and it always does a great job. The Diptyque calendar is a good one too. You get several candles and travel-size fragrances.
CM: Is there any Advent calendar you wish existed but doesn’t?
RG: Half Magic has made me fall in love with actually doing makeup again. Having 12 days of different glittery eyeshadows and eyeliner would be so fun.
TDH: At the end of the day, lots of brands could do it. But it should be the culmination of a year of listening to your consumers to find the stuff they’ll genuinely be delighted by.
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