Jingle Smells: It's the Acqua di Parma x Save The Children Advent Calendar

·2-min read
Photo credit: acquadiparma.com
Photo credit: acquadiparma.com

In the 19th Century, Lutheran children marked December by opening a flap on a piece of cardboard to reveal a tiny picture underneath – a religious image, perhaps, or a Bible verse.

In 1971 Cadbury had the smart idea of adding a chocolate treat into the mix and advent calendars became a Christmas staple.

By 2012 the cosmetics company Ciaté pioneered the “beauty advent calendar” factoring in nail polish, lip gloss and a non-pocket money retail price.

But it wasn’t until 2014 that Liberty turned advent calendars into a luxury consumer phenomenon when it released its £149 version (“worth £420!”), celebrating the true meaning of Christmas with Laura Mercier Mini Lip Glacé, Trish McEvoy’s Line Refiner and other treats from its world-famous Beauty Hall. Shoppers queued the length of Carnaby Street the day it launched.

Given our history with advent calendars perhaps it’s no surprise that their biggest market is here in the UK, and we may now take our pick from Master of Malt’s £999 Old and Rare Whisky Advent Calendar 2021 –a lovely way to start each December morning – the £199 007 James Bond 12 Days of Bond Advent Calendar, or the £109 Beatles Advent Calendar “absolutely stuffed with 24 high-quality festive gifts for true Beatlemaniacs” including “a tea infuser shaped like a Yellow Submarine” and a “brilliant Beatles Bauble [sic] for hanging from your tree”.

It’s all a bit nuts but should you be looking to enter the fray, please allow us to point you in the direction of one luxury advent calendar which is (a) genuinely luxury and has some nice stuff in it and (b) does some charitable work for children, arguably returning to something like the spirit of Christmas.

Photo credit: Acqua di Parma
Photo credit: Acqua di Parma

Acqua di Parma has teamed up with the fashion house Emilio Pucci to overhaul its "holiday range" and produce a series of fragrances, a candle, a diffuser and, yes, an advent calendar. All come in a pattern taken from the Pucci archives, the late designer known for his kaleidoscopic, geometric patterns. The advent calendar is inspired by Acqua Di Parma’s signature hatbox packaging and opens to reveal 25 travel-sized products, from its signature Colonia fragrance, to a hand cream and a body lotion.

Photo credit: Acqua di Parma
Photo credit: Acqua di Parma

Through the project, both companies will also support Save the Children’s “Rewrite the Future” campaign. The nonprofit provides education, health care, economic and emergency aid for children around the world – Lutheran, or otherwise.

“In a historic period of great difficulty, young people find themselves in an unprecedented situation in terms of schooling and education,” says Laura Burdese, Acqua di Parma chairman and chief executive officer. “We aim to offer constructive support for the most deprived children and young people by working to guarantee their right to quality education.”

Prices start at £72. The advent calendar is £450; acquadiparma.com

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