Igniting interest and driving record sales: Liberty's Beauty Advent Calendar success story

Client: Liberty

The Liberty Beauty Advent Calendar is Liberty’s most anticipated product of the year. As the pioneer in launching the first-ever multi-brand beauty advent calendar, each year since its offering has gotten bigger and better. This product is not just a seasonal highlight but a critical driver of Liberty's annual revenue and profit, so it’s hugely important for the business that we sell out ahead of December.

The challenge was formidable; ignite interest in a seasonal product from the end of summer to achieve record sales of Advent Calendars as soon as possible. This mammoth task had to be accomplished with 6% less budget YoY and ever-increasing competition in the retail space where our strong market share was under pressure due to players such as Sephora and Selfridges investing more.