Costco Gets Exclusive Essie Advent Calendar for the Holidays
Costco is exclusively stocking a new limited-edition, 12-piece nail polish Advent calendar from L’Oreal USA’s Essie dubbed “The Essie House of Color Kit.”
The calendar rolled out to Costco stores and costco.com in October, comprising six full-size and six miniature polishes including “Bahama Mama,” “Topless & Barefoot,” “Penny Talk,” “Blanc,” and “Forever Yummy.” All 12 SKUs existed prior to their inclusion in the calendar’s (which comprises some of the brand’s most popular shades) and are available individually on essie.com and at other retailers.
In stores, the calendars are merchandised on red and white pallet account-specific displays in the beauty and personal care department. Online, Oct. 29 and Nov. 2 Facebook and Instagram video updates plugged the calendar, respectively. Costco also used Facebook’s e-commerce function to promote the calendar, which retails for $53.99 online and $47.99 in most stores.
While this is not Essie’s first advent calendar, it is the brand's first one to be sold exclusively at Costco. One Costco buyer told P2PI that the retailer has previously executed other seasonal gift promotions with Essie, and that the feedback from customers so far has been positive.