THE WHAT? Liberty has appointed Helena Bonham Carter as the fictional “Head of the Extraordinary” for its biggest Beauty Advent Calendar campaign to date, expanding the annual product launch into a wider cultural and brand-building campaign.

THE DETAILS The 2026 campaign centres on a short film featuring Bonham Carter exploring Liberty in search of products for the calendar, supported by social media, influencer gifting, digital camera seeding and an in-person launch event. For the first time, beauty founders including Bobbi Brown, Lisa Eldridge and Violette Serrat will feature directly in the campaign, highlighting Liberty’s relationships with founder-led brands and the expertise behind its beauty curation. The initiative represents Liberty’s largest investment in Beauty Advent storytelling to date.

THE WHY? As competition around beauty advent calendars intensifies, Liberty is shifting the proposition beyond product and value towards brand differentiation, expert curation and beauty discovery, using one of its most important annual launches to reinforce the retailer’s wider positioning in prestige beauty.

Source: Liberty

This article explores fragrance, aromatherapy, home fragrance, reed diffuser, scented candle, essential oil, perfume, natural fragrance, room scent, car fragrance, sharing the latest industry insights and offering practical references for enthusiasts.

Source: Global Cosmetics News (https://www.globalcosmeticsnews.com/)

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