What: John Lewis is launching its most valuable Beauty Advent Calendar to date, featuring exclusive products, early access for loyalty members, and surprise prizes to drive customer excitement and sales.

Why it is important: Department store beauty advent calendars are gaining traction. The integration of experiential rewards, early access, and surprise elements aligns with industry trends toward personaliSed engagement and innovative loyalty schemes.

John Lewis is elevating its Beauty Advent Calendar for 2025, introducing its highest-value edition yet at £235, with a product selection worth over £1,000. This year’s calendar includes 36 beauty products—more than ever before—featuring highly sought-after brands such as Trinny London, Chantecaille, Laneige, Fenty Beauty, Medik8, and, for the first time, exclusive items from Le Labo. With 23 full-sized products and 13 deluxe miniatures, the offer is designed to captivate beauty enthusiasts and reward loyal customers. Early access is granted to ‘My John Lewis’ members, reinforcing the retailer’s focus on loyalty-driven engagement. The calendar’s festive, reusable packaging and the inclusion of surprise prizes, such as hidden gift cards and premium experiences, add further excitement and exclusivity. A surge in searches for ‘Beauty Advent Calendar’—up 50% from last year—signals strong consumer anticipation, and the retailer encourages swift action to secure the product, referencing last year’s rapid sell-out. This approach combines exclusivity, experiential rewards, and sustainability, positioning John Lewis at the forefront of seasonal beauty retail innovation.

IADS Notes:

John Lewis’s strategy mirrors Liberty’s record-breaking Advent Calendar sales in November 2024, where exclusive, high-value beauty offerings drove retention and growth. Department stores like Macy’s, Nordstrom, and Harrods have similarly revamped their beauty spaces for experiential shopping and exclusive launches, as seen in November 2024, while La Samaritaine’s curated mix of brands boosted customer engagement by April 2025. The integration of loyalty programs and early access, exemplified by Selfridges’ Unlocked program in May 2025 and the industry-wide shift toward experiential rewards, is now essential as traditional points-based systems lose relevance. The inclusion of surprise and immersive elements, as demonstrated by Hermès and Manor in June 2025, further underscores the importance of excitement and exclusivity in driving customer engagement.

John Lewis preps Beauty Advent Calendar launch as searches surge 50%