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Advent calendars: Why beauty brands are so keen

Advent calendars used to be the hallmark of confectionary companies like Cadbury and Nestle. Nowadays, brands from a whole manner of industries are muscling in on the trend, releasing calendars filled with everything from gin to cheese.

Brands within the cosmetics and skincare industries are chiefly reaping the rewards, turning the once humble ritual of the advent calendar into a ‘must-have’ for modern-day beauty consumers.

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