En theory, whether bought at the supermarket or DIYed at home, Advent calendars allow you to wait without frustration until the end of year feasts. But for some time now, they have, on the contrary, become synonymous with abundance and haste, not to say indecency, particularly for those interested in the world of cosmetics. On YouTube, the Christmas tradition has even become a chestnut tree: each year, as the holidays approach, dozens of beauty videographers publish sequences of massive unpacking of calendars sold by makeup brands.
Forget the rules that your parents drilled into you as a child. Here, we don't open the boxes one by one but in series, straight away. In front of the camera, whether they are stars of the “beauty game”, like Sananas, or more confidential videographers, the influencers film themselves deflowering at length the entire contents of the compartments, clearly highlighting the products , seasoned with their comments and reactions in real time.
“Today I am going to compare two 2024 Advent calendars. (…) I spotted these two which are must-haves every year”announces LOdoesmakeup – whose impartiality can be doubted from the moment when she thanks, from the start of the recording, her partner Amazon for having provided her with all the equipment. Between 1is September and the end of October, the YouTuber versed in cosmetics has already produced around fifteen calendar unboxing videos. Some videographers even push the reasoning to the point of absurdity, like the Instagrammer A Stupid Boy, who, still in 2023, went so far as to tear apart a different calendar per day.
The stated goal of these frantic unpackings: to see if the value contained is greater than the purchase price. Does the calendar only contain samples or also large formats? Are the products “bestsellers”, even exclusives, or references that brands have difficulty selling? And can we hope to find nice gifts in the biggest boxes? So many questions that serial openers promise to answer. If popular brands offer a farandole of surprises for around forty euros, certain boxes, particularly luxury brands, display prices exceeding several hundred euros. The surprise bag and the cute perfume are expensive.
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