Once considered a simple countdown to Christmas, the Advent calendar has now become a highly valuable paper product, which is perceived as a true luxury good. It is no longer a disposable gift, but an object made to last and be used again, such as furnishings or decorations. Particularly in the area of beauty, this product category has undergone a significant evolution in recent years, in terms of both form and content. So much so that social media, Tik Tok in particular, are filled with content dedicated to unpacking this year's best and most anticipated calendars.

In order to strike a chord and build user loyalty, the leading cosmetics brands are looking for eye-catching solutions by taking up suggestions that are typical of the Christmas period, or choosing to impress with special colours, textures and finishes.

Veralab, the cosmetics brand founded by Cristina Fogazzi, decided to present an Advent calendar that can be used to decorate the Christmas tree both this year and those to come.

We interviewed Filippo Maria Silvestrelli, Marketing & Communication Manager of Veralab.

The idea of an Advent calendar that can also be reused for future Christmases is particularly interesting from a sustainability perspective. How did you come up with it?

The idea was born while pursuing the values of sustainability that are central in Veralab's mission. From product packs made of recycled plastic, to the project for returning empty containers in our flagship stores of Milan and Rome, Veralab is trying as much as possible to implement sustainable solutions. Hence, the idea of a reusable Advent Calendar.

Was it designed in-house or did you collaborate with an external design partner?

The idea was born internally and, subsequently, the actual development of the project was entrusted to an external partner to finalise the design and realisation.

Each ball is not just a container, but it also tells something. Which messages should we share during the Advent according to Veralab?

The message in many of the spheres that make up the Advent Calendar is 'we wish you to be yourself'. At all times, in all circumstances.

This project seems as effective as it is apparently simple in its implementation. In particular, the shape of the ball-boxes stands out: what does the die-cut look like? What technical challenges did it pose?

The challenge for the structure was to achieve a spherical shape that could mirror that of a Christmas ball with the possibility of reuse in the future.

A further issue was to find the right material that would have the technical features to make the fit-up and assembly as easy as possible. We chose a type of FSC cardboard.

With regard to die-cutting, it was challenging to find the right compromise between creasing and cutting, in order to achieve a result that fully respected the technical drawing and the expected shape.

Which materials and printing techniques were chosen for the outer box and the balls?

For what concerns the printing, glossy/matte varnishes were combined with the desired colours to give more movement and, in some cases, to achieve an iridescent result. In addition, we carried out a study of the different materials that led to the use of a holographic film that was subsequently overprinted in offset. Once the ball is shaped, this combination allows for a special light reflection that makes the ball truly eye-catching and Christmassy.