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It’s simply madness! Every year at the same time, young and old compare the gargantuan offer of Advent calendars to find the one that will allow them to wait until December 25. Chocolates, toys, drinks, sex toys, decoration, stationery… These boxes with magical designs, generally well stocked, are now available in all flavors. But those filled with beauty products remain the most popular, as revealed by a study which sought to classify them according to their quality-price ratio.
As the years go by, the offering becomes more diversified. And for good reason, the demand is still there. To the point that brands, all sectors combined, are competing in inventiveness to offer Advent calendars, each more original, committed, or luxurious than the other, overflowing with surprises to discover throughout the month of December. It’s been more than a decade since Advent calendars were no longer the prerogative of children, and they have even transformed into super-powerful marketing tools, allowing brands to introduce potential new customers to a wide range of products.
In this little game, it is the cosmetic brands that seem to stand out. And in the face of consumer enthusiasm, some no longer offer one but several Advent calendars each year to cope with constantly increasing demand. The promo code platform Savoo analyzed the Google search volume for different types of Advent calendars, and beauty boxes turn out to be – by far – the most popular in France with no less than 22,200 average monthly searches. As surprising as it may seem, they are placed ahead of the Advent calendars jewelry (18,100), chocolate (14,800), beer (12,100), candle (6,600), cheese (6,600), tea (5,400), erotic (5,400 ), wine (2,900) and… toy (1,900). This is only a ranking based on search interest, not purchases, but which nevertheless gives an indication of the most popular products.
What is the best value for money?
The Savoo platform didn’t stop there, as it also looked at the most profitable beauty Advent calendars – in other words those which allow consumers to make the most savings compared to the real value some products. To do this, experts took into account the price of each calendar, then the average price of each product purchased with the calendar and separately, and the amount of savings made, then established a score out of 10 to create a ranking. And it is the Space NK Advent calendar which takes the lead with no less than 830 euros in potential savings, according to this calculation, for the purchase of the box including 33 products from different cosmetic brands. The calendar still has a cost, namely 270 euros, which is not accessible to all budgets, but its contents would be worth 1,100 euros in total, presenting itself as the best investment.
The Cult Beauty calendar takes second place with a cost of 275 euros for a real value of 1,100 euros, or 825 euros in savings for whoever buys it. Here again we find some of the most popular cosmetic brands, including Dr. Barbara Sturm, Augustinus Bader, and Olaplex. More accessible, the Glossybox calendar takes third place on the podium with a cost of 80 euros for a real value of 663 euros, ahead of Lookfantastic (115 euros to purchase for 625 euros of products), Marionnaud (74.99 euros for 343 euros), Sephora (149.90 euros for 420 euros), My Little Box (99 euros for 450 euros), or even Blissim (69 euros for 300 euros).
To reveal the most popular types of Advent calendars, Savoo used the Google Keyword Planner tool, from September 2022 to August 2023. Two lists of the best makeup Advent calendars were also analyzed and beauty of 2023 to determine which one offers the best value for money. The calendars were analyzed according to the following criteria: the price, the combined price of the products if purchased separately, the number of products included in each advent calendar – if the brand offers several advent calendars, the calendar of 24 days or more, or the most premium version of the 24 day edition, was used for this analysis, total savings, total savings per item, and average price per item with calendar and retail . Data was collected on September 28, 2023.
Slide: The most beautiful beauty Advent calendars 2023