This year marks a special milestone – 10 years of the ASOS Luxury Beauty Advent Calendar!
What started as a bold idea from the Relish Agency, part of the Whistl Group and a product sampling agency specialising in beauty and FMCG, has become a festive favourite, bringing beauty lovers 24 days of indulgence leading up to Christmas. Each door hides a treat from some of the most loved brands, carefully executed by Relish to delight and surprise.
What’s inside the ASOS Luxury Beauty Advent Calendar?
Over £400 worth of luxury beauty products for just £98. It’s the ultimate win-win:
- For Consumers: A chance to try premium products at a fraction of the price.
- For brands: An opportunity to connect with a loyal, beauty-savvy audience without the cost of a full advertising campaign.
How it all began
Ten years ago, we saw a gap in the market. Single-brand calendars were trending, but we imagined something bigger – a multi-brand experience that made luxury beauty accessible. That vision became reality, and today, the calendar is a must-have for thousands of customers every Christmas.
– Natalie Betts, Co-MD, Relish agency
Why it works
ASOS saw the vision and ran with it. Sampling is powerful. Before committing to a full-size product, customers love to try it first. The calendar makes that possible – and fun!
This is a great example of how the team at Relish used their sharp commercial awareness to create an additional source of revenue for Asos and the other partners involved.
– Natasha Townley, Campaign Strategy Manager, Asos
Looking ahead
We’re thrilled to announce that our partnership continues strong. Alongside the calendar, we’ve renewed our exclusivity agreement to manage third-party samples and inserts in customer orders, ensuring even more ways for you to discover new favourites.
– Natalie Betts, Co-MD, Relish agency
