THE BEAUTY ADVENT CALENDAR BOOM: 70% of women buy it to discover a brand or its products
Amidst the surge in popularity of beauty advent calendars, SUPERGA BEAUTY has conducted an in-depth study with 300 cosmetics consumers to better understand their expectations. The primary insight from this study: the advent calendar is often a gift! Indeed, nearly two-thirds of the surveyed women have either purchased or received a beauty advent calendar as a gift. The second insight is the recruitment power. 58% of the surveyed women state that they discovered a brand through the beauty advent calendar. For 87% of the buyers, the motivating factor behind their purchase is the element of surprise. Additionally, 72% prefer a diverse selection of skincare and fragrance products rather than a single category.
The only drawback highlighted is the price, often cited as too high.
The challenges of sustainable development are not overlooked: almost 69% of those surveyed mention having kept and reused the packaging, or reluctantly disposed of it. When asked about the ideal advent calendar, consumers point to reusable packaging made from recycled or reusable materials and environmentally friendly products.
Contact our sales team to discover the complete study.
