They’re all over your TikTok and Instagram – people unboxing the latest extravagant beauty advent calendar. Influencers excitedly wonder what eyeliner, serum or hand cream will be behind door one, and gush over the beautiful box it has come in. But are these products, which can cost hundreds of pounds, actually worth the money? Yes, says TikToker Cissy Jones from Manchester.
We’re just over a week into November and the 27-year-old, who is a social media manager at fashion brand PrettyLittleThing but also makes TikToks on her personal account, has already posted a dozen advent calendar videos. Everything from chocolate, to beauty products and wine, and even a Pets At Home calendar for her dog. "There’s one - the Harrods 12-day one – where every product in it is something that I would buy," she says.
"So I’m saving money." That idea of saving money is something that brands latch on to with their marketing. A calendar may cost £250 but it’s actually "worth £1,000", they say, if you add up all the individual items.
"But you do have to want the actual products," says Cissy. "Otherwise, it’s a bit of a waste of money." Retailers can afford to make such seemingly good offers because there’s a lot of margin built into beauty products, analysts say.
And rather than aiming to make a big profit on them, they view advent calendars as a marketing tool to get you to buy more products afterwards. "A lot of retailers recognise advent calendars are a great way of getting n.
