MiiN Cosmetics, the European leading brand in Korean beauty, presents its 2025 Advent Calendar. This year it comes in a pink padded puffy bag, inspired by Korean street fashion. It contains 24 K-beauty products, 18 of them in full size. The 2024 edition sold out in just eight hours. There are already more than 6,000 people on the waiting list.
The calendar takes the form of an extra-large, versatile, and reusable bag. It replaces classic toiletry bags and boxes, offering a different unboxing experience. The campaign uses the slogan “What’s in my /advent) bag?”, referencing influencer videos that show the contents of their bags. It includes skincare, makeup, hair and body care products, as well as accessories, in full size and travel sizes.
Among the featured brands are Klairs, Meisani, Barr, Benton, Ondo Beauty 36.5, COSRX, Rated Green, Axis-Y, and Unleashia, along with exclusive new releases. Key products include Neogen’s bakuchiol anti-ageing serum, Rovectin’s calming lotus flower cream, and MiiN’s makeup brush and sponges.
The launch is accompanied by a video with an urban aesthetic, inspired by Korean street fashion. In it, the puffy bag lands in the city thanks to UFOs, under the slogan “From Korea, but out of this world”. The campaign emphasises the exclusivity of the calendar and the need to register on the waiting list to secure one before it sells out. It will be available online and in stores from 4 September for €129.99.
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