Unwrapping the Beauty of Advent Calendars

As December approaches, you may have considered purchasing (for another, or just yourself!) an advent calendar to mark the run-up to Christmas. Traditionally all about revealing seasonal pictures or chocolate, the cosmetics industry has in recent years created its own version that is now a growing market: the beauty advent calendar. These offer an array of exciting cosmetic products and give consumers a daily moment of self-care combined with festive joy.

These products also carry a number of benefits for beauty brands and retailers, including the opportunity to showcase different products to a wider audience and create marketing moments that increase consumer engagement. However, with great beauty comes great responsibility, especially when it comes to sustainability.

 

Sustainability in the spotlight

Sustainability is now an important consideration in every industry, with excessive or non-recyclable packaging becoming an area of concern for many consumers. According to a 2018 report from Zero Waste Europe, the cosmetics industry is responsible for 120 billion units of packaging annually, the majority being single-use plastic. Beauty advent calendars, typically containing a miniature versions of products that can be challenging to properly recycle, are a pertinent example of how the use of unnecessary packaging and unintended waste can arise.

In the past this has led to some luxury brands’ beauty advent calendars resulting in negative publicity for what was perceived to be a lack of environmental concern. For example, one 2019 advent calendar sparked a particular outcry due to its unnecessary layers of plastic and cardboard. This underscores the growing demand for more sustainable practices, which offers an opportunity to attract new customers for brands that meet this demand. Such an opportunity is especially applicable to luxury brands since consumers preferring minimalist and sustainable packaging are often willing to pay more for their beauty products.

 

Sustainable Innovations

Some brands are leading the way in finding sustainable alternatives:

• Elemis’ 2024 Ultimate Skincare Advent Calendar is presented in a 100% recyclable box made with 80% FSC-Certified card that is designed to be re-used to store other items once its contents have been enjoyed.
• L’Occitane have launched a reusable calendar this year made from recycled cotton.
• The Body Shop have created a calendar featuring reusable fabric bags, cutting plastic use by up to 70%.
• Clarins has launched a 2024 calendar with 90% recycled plastic and plant-based ink.

Using Intellectual Property (IP) to Support Sustainable Beauty

Innovations that make popular and joyful products like beauty advent calendars more sustainable can be protected using a range of different IP rights:

• Patents and Designs – novel eco-friendly materials or waste-reducing packaging may be protectable through patents or registrable designs. These rights encourage packaging manufacturers to develop new solutions resulting in brands having access to a wider range of sustainable packaging options as they seek to provide their customers with products that are both sustainable and luxurious.
• Registered trade marks and certification marks – signs and logos that are associated with sustainable initiatives and standards can be protected through trade marks or certification marks. Brands meeting relevant criteria can use these marks to clearly communicate to consumers the environmental credentials of a product and its packaging, which can resonate with environmentally conscious consumers.
• Unique and Reusable Packaging – creative designs and formats that encourage the reusability or upcycling of products may also lend themselves to registered design or trade mark protection, enabling companies to strengthen their brand identity and generate consumer trust.

Beauty advent calendars are not just about indulgence – they’re a statement about a brand’s values. Companies creating a well-thought out and beautiful product that is distinctive and indicative of their brand will benefit from focussing on sustainability and using IP rights to protect the innovative solutions they employ.

 

If you have any queries regarding this topic, or would like assistance creating or implementing an IP strategy, please contact Louise Foster and Sam Exton of our team. 

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Category: Latest Insights | Author: Louise Foster, Sam Exton | Published: November 2024 | Read more