When Sephora put out a rewards beauty advent calendar for this holiday season, available to consumers in the US for 2,500 loyalty points, could it have expected such a backlash?
If advent calendars of years past are any indication, yes. The fun holiday marketing play has become a lightning rod for criticism, as recipients share daily reveals on social media and often tear what’s inside to shreds — complaining that the contents don’t match the value of what was advertised, to their disappointment. Are they worth the risk? And how can brands and retailers ensure they’re getting it right?
