{"id":1897,"date":"2020-11-30T20:52:59","date_gmt":"2020-11-30T20:52:59","guid":{"rendered":"https:\/\/www.echolution.com\/?p=1897"},"modified":"2026-08-21T17:44:56","modified_gmt":"2026-08-21T16:44:56","slug":"case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail","status":"publish","type":"post","link":"https:\/\/www.echolution.com\/fr\/news\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\/","title":{"rendered":"\u00c9tude de cas Echolution : Calendrier de l'Avent beaut\u00e9 Liberty of London"},"content":{"rendered":"<p>Why aren&#8217;t there more luxury advent calendars in the travel retail marketplace? <\/p>\n\n\n\n<p>Major beauty names along with more jewellery and alcohol brands have been enjoying the advent calendar sales lift at the this time of year for a while now. So how come these branded bundles of joy are not more widely available in the duty free environment?<\/p>\n\n\n\n<p>Larger size packaging and weight will be key issues. However as more travel retailers start to embrace omnichannel and digital ordering capabilities such as click-and-collect on arrival home, is it time for a rethink? How about bundling advent calendar promotions into the potential new arrivals duty free offer in Europe?<\/p>\n\n\n\n<p>Apart from the physical size stock challenges, beauty advent calendars in particular present an opportunity for exclusive or limited edition product showcases. An opportunity for retailers to work with brands for one-offs exclusively available per region for example.<\/p>\n\n\n\n<p>Influencers and digital reach go hand-in-hand to help promote the one-off appeal of festive advent calendars in the run up to Christmas. According to marketing website <a href=\"https:\/\/mymarketinsight.com\/blog\/building-successful-advent-calendar-marketing-campaigns-for-the-beauty-industry\/\">My Market Insight<\/a>, online media dominates the advent calendar advertising category as it represents 99% of coverage in EMV (Earned Media Views) and 90% in mentions. Apparently, mentions have shifted from online blogs to online publications, which now have a 79% share of mentions &#8211; driven by a doubling of advent calendar articles, to help promote partner brands&#8217; products.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"658\" height=\"437\" src=\"https:\/\/www.echolution.com\/wp-content\/uploads\/2021\/03\/Body-Shop-advent-calendar-2019.png\"  class=\"wp-image-1901\"><\/figure>\n\n\n\n<p>My Market Insight found that 2019&#8217;s most popular beauty advent calendars &#8211; by online mentions &#8211; were <strong>The Body Shop<\/strong> and <strong>Elemis<\/strong>, as they both scored highly on its EMV scoring.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ft.com\/content\/d9951d6d-527d-4328-8bae-6eb078b3f086\">The Financial Times<\/a> has a consumer-friendly shopping list for its top 10 favourite 2020 advent calendars, <strong>Diptique<\/strong> and <strong>Dior Beauty &amp; Fragrances<\/strong> among them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"486\" src=\"https:\/\/www.echolution.com\/wp-content\/uploads\/2021\/03\/Dior-Beauty-and-Fragrance-advent-calendar-2020.jpg\"  class=\"wp-image-1903\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"700\" height=\"647\" src=\"https:\/\/www.echolution.com\/wp-content\/uploads\/2021\/03\/Charbonnel-et-Walker-Advent-Calendar-2020.jpg\"  class=\"wp-image-1904\"><\/figure>\n\n\n\n<p><strong>Luxury department store case study<\/strong><\/p>\n\n\n\n<p>Here&#8217;s a recent digital campaign case study from the pre-pandemic Echolution archive, that targeted overseas shoppers visiting the UK to promote <a href=\"https:\/\/www.libertylondon.com\/uk\/department\/beauty\/\">Liberty<\/a>&#8216;s well known beauty advent calendar. It&#8217;s a good example of the global reach that services this type of annual product purchase and coverts shoppers into loyal repeat customers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"791\" height=\"1024\" src=\"https:\/\/www.echolution.com\/wp-content\/uploads\/2021\/03\/Echolution-digital-campaign-targeting-beauty-advent-calendar-enthusiasts-01-791x1024.png\"  class=\"wp-image-1898\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"802\" height=\"1024\" src=\"https:\/\/www.echolution.com\/wp-content\/uploads\/2021\/03\/Echolution-digital-campaign-targeting-beauty-advent-calendar-enthusiasts-03-802x1024.png\"  class=\"wp-image-1899\"><\/figure>\n\n\n\n<p><strong>Points cl\u00e9s d'Echolution :<\/strong><\/p>\n\n\n\n<p>This kind of partnership opportunity is dynamic and introduces a host of targeting opportunities for one of travel retail&#8217;s leading product categories: beauty.<\/p>\n\n\n\n<p>If I was a beauty director of purchasing at a duty free operator, I would be looking at major brand houses to collaborate on a retailer-owned luxury advent calendar carrying a range of miniature bestsellers from the likes of <strong>Est\u00e9e Lauder, L\u2019Or\u00e9al Paris, <strong>YSL Beaut\u00e9\u2019<\/strong>, &nbsp;Lanc\u00f4me, Shiseido, MAC Cosmetics, NARS, Laura Mercier, Jo Malone, Charlotte Tilbury, Chanel, Clarins<\/strong> and <strong>Dior Beauty<\/strong>. If it&#8217;s good enough for John Lewis, it&#8217;s a multi-brand trinity partnership waiting to happen for World Duty Free.<\/p>","protected":false},"excerpt":{"rendered":"<p>Why aren&#8217;t there more luxury advent calendars in the travel retail marketplace? Major beauty names along with more jewellery and alcohol brands have been enjoying the advent calendar sales lift at the this time of year for a while now. So how come these branded bundles of joy are not more widely available in the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1900,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[67,35],"tags":[13,12,15,17,14,18,16],"class_list":["post-1897","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","category-tax-free-shopping","tag-advent-calendar","tag-beauty","tag-case-study","tag-echolution","tag-liberty-of-london","tag-programmatic-advertising","tag-tax-free-shopping","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case study: Liberty of London beauty advent calendar | Echolution<\/title>\n<meta name=\"description\" content=\"Why aren&#039;t there more luxury advent calendars in the travel retail marketplace? Major beauty names along with more jewellery and alcohol brands have been\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.echolution.com\/fr\/actualites\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case study: Liberty of London beauty advent calendar | Echolution\" \/>\n<meta property=\"og:description\" content=\"Why aren&#039;t there more luxury advent calendars in the travel retail marketplace? Major beauty names along with more jewellery and alcohol brands have been\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.echolution.com\/fr\/actualites\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\/\" \/>\n<meta property=\"og:site_name\" content=\"Echolution\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-30T20:52:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-21T16:44:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.echolution.com\/wp-content\/uploads\/2021\/03\/beauty-advent-calendar-2020.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1978\" \/>\n\t<meta property=\"og:image:height\" content=\"989\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alison Farrington\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alison Farrington\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/\"},\"author\":{\"name\":\"Alison Farrington\",\"@id\":\"https:\\\/\\\/www.echolution.com\\\/#\\\/schema\\\/person\\\/ea3336a16b034d8f99506fabc45914b7\"},\"headline\":\"Echolution case study: Liberty of London beauty advent calendar\",\"datePublished\":\"2020-11-30T20:52:59+00:00\",\"dateModified\":\"2026-08-21T16:44:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/\"},\"wordCount\":462,\"publisher\":{\"@id\":\"https:\\\/\\\/www.echolution.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.echolution.com\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/beauty-advent-calendar-2020.jpg\",\"keywords\":[\"Advent Calendar\",\"Beauty\",\"Case Study\",\"Echolution\",\"Liberty of London\",\"Programmatic Advertising\",\"Tax Free Shopping\"],\"articleSection\":[\"Case Studies\",\"Tax Free Shopping\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/\",\"url\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/\",\"name\":\"Case study: Liberty of London beauty advent calendar | Echolution\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.echolution.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.echolution.com\\\/news\\\/case-study-luxury-advent-calendars-a-missed-opportunity-for-travel-retail\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.echolution.com\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/beauty-advent-calendar-2020.jpg\",\"datePublished\":\"2020-11-30T20:52:59+00:00\",\"dateModified\":\"2026-08-21T16:44:56+00:00\",\"description\":\"Why aren't there more luxury advent calendars in the travel retail marketplace? 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