Creation of luxury advent calendars

A Luxury Advent Calendar for ‘Lush’

We realise it’s only September and this might seem a little early to be talking about Advent calendars, but for the brands creating them for the festive season this is probably a bit late in the year!

Advent calendars have evolved and changed over the past decade. Being of a err, certain age, it’s easy to remember the examples we were given back in the 70s and 80s: tiny little things, poorly manufactured with cheap glittery ‘windows’ which always broke off and contained one mysterious lump of cheap chocolate.

Advent calendars are no longer just a gift for children. Nowadays, couples buy each other advent calendars containing miniatures of craft gin, whiskeys and even beauty products! A case in point is this stunning 24 day creation made for the high street brand ‘Lush

Luxury packaging for Christmas
Luxury packaging for Christmas

We have worked with Lush on several occasions before as detailed in this blog. Lush, as you may well know are an environmentally friendly company, who invest only in organic produce. They are carbon neutral and against animal testing. They were, not surprisingly, insistent that the packaging for their advent calendar met with their strict environmental policies (which was certainly not an issue with us). This meant that the product was entirely biodegradable and even forbade the use of magnetic closures – a recyclable, UK produced ribbon was sourced and used in their stead.

Please take a look at the video below – shot by Lush at our factory in Harlow, Essex, which shows some of the techniques we used in the construction of the packaging.

Advent Calendar

GWD Ltd are one of a very few companies in the UK who can carry out this standard of work. This project was in development for several months. Whilst the idea was conceived by Lush, it was GWD who developed it through a number of sampling phases. Taking their design and concept, GWD created a final product that not only looks fabulous, but works in a practical sense too.

One of the objectives was to create a product that could have a additional function too. Once Christmas has passed and all 24 of the gifts have been opened, the customer is left with a beautiful and functional box which can be used to store keepsakes or beauty products. We have touched on this in our blog before, notably ‘Primary and Secondary Packaging Functions’ . The recipient of the advent calendar is unlikely to throw away such a stylish item, particularly as it was constructed so as the internal boxes and dividers could be easily removed, making it simple to re-use.

The fact that the item is hence displayed prominently in the customer’s household for a number of years, is a very subtle form of marketing – a reminder of the brand and the quality of their products.

Christmas packaging made in the UK
Christmas packaging made in the UK

Only 500 Lush 2019 Advent calendars were created. We’re unsure when they eventually sold out but after being launched online 92 were sold within the first 18minutes!!

Noel Greenwood is the Managing Director of GWD Ltd, the designers and manufacturers of presentation and promotional packaging.  You can reach him on (01279) 416093 or at the company’s website:

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