Sephora’s loyalty member advent calendar is going viral—for negative reviews. For beauty creators especially, branded advent calendar openings have become a huge piece of content. One marketing agency notes a 90% increase in interest for buying advent calendars since 2020, with other research showing 38% of Gen Z specifically were interested last year. And it’s become somewhat of a tradition for influencers give their take on whether the gifts within justify the overall price. But videos from several creators—most notably YouTuber Alexandria Ryan—are showing Sephora’s calendar may have been a miss this year. In fact, Fast Company reports the brand’s community comments page indicates some customers are getting the 2,500 loyalty points they used back after complaining. While reviewers hoped for beauty and skin care products, they opened more tools and accessories with this box, and that did not impress. (Fast Company)
📊 YPulse data: 47% of 13-39-year-olds planned to buy an advent calendar to celebrate the holidays
