In the world of brand marketing, first impressions are everything—and when it comes to PR packages, that first impression can leave a lasting mark. A well-designed PR package can generate buzz, secure valuable media coverage, and create brand advocates. But how do you ensure your PR package stands out in a crowded marketplace?
Let’s explore how you can create PR packages that truly impress, along with five top examples to inspire your next campaign.
1. Personalize your PR packages for maximum impact
Personalization is key when it comes to creating PR packages that wow. Sending a generic package might fall flat, but a custom-tailored package that feels like it was made specifically for the recipient will stand out.
For example, Glossier, the beauty brand, does an excellent job of this. They send personalized PR packages that not only include their latest products but also custom name tags, personalized notes, and packaging designed with the recipient in mind. This kind of attention to detail makes the recipient feel valued and increases the chances of them sharing the package on social media or in the press.
Personalize your PR packaging to reflect your recipient’s preferences and needs.
2. Tell a story with your packaging
Lush is a great example of a brand that uses packaging to tell a powerful story. Known for their commitment to sustainability and ethical sourcing, Lush’s packaging communicates these values at every touchpoint. Their PR packages often feature eco-friendly, minimalistic materials and are designed to be as waste-free as possible, reflecting the brand’s dedication to environmental care.
For limited releases or seasonal collections, Lush adds elements like hand-written labels or inserts explaining the product origins, ingredients, and ethical standards. This thoughtful approach creates an emotional connection, showing customers that the brand’s values align with their own, which turns the packaging into a storytelling tool that resonates long after the unboxing.
3. Create an unboxing experience
In the age of social media, creating an unforgettable unboxing experience is crucial. The goal is to make the recipient so excited that they can’t help but share the process online. This can be achieved by adding layers of surprise and delight through creative design and presentation.
One of the best examples comes from Tarte Cosmetics. Their PR packages are known for elaborate designs that often include pop-ups, vibrant colors, and even interactive elements like mirrors or lighting. Each layer of the unboxing experience reveals something new, keeping the recipient engaged throughout the entire process.
Design your PR packaging to offer a multi-layered unboxing experience that encourages social media sharing.
4. Focus on sustainability and eco-friendly packaging
With sustainability at the forefront of consumers' minds, eco-friendly PR packages are a powerful way to show that your brand cares about the environment. Sustainable packaging not only aligns with global eco-conscious trends but also enhances your brand’s image.
A great example is Patagonia, which uses 100% recycled materials in its PR packages. They also include notes about their sustainability efforts, educating recipients on their mission to reduce environmental impact. This not only impresses the recipient but also reinforces the brand’s values.
Incorporate eco-friendly materials and messaging into your PR packages to appeal to environmentally conscious audiences.
5. Include exclusive items or sneak peeks
Sephora is a great example of using exclusivity in PR packages. For influencers, beauty editors, and VIP customers, Sephora often includes exclusive, pre-release samples of new or limited-edition products from top brands in their PR boxes. They might also include special, branded items like custom makeup bags, beauty tools, or personalized thank-you notes.
These sneak peeks allow influencers and beauty enthusiasts to try products before they’re available in stores, creating a sense of excitement and exclusivity around upcoming launches. Recipients often share their Sephora PR unboxings on social media, which builds hype and anticipation, effectively turning them into advocates for the products.
Follow Sephora’s approach by offering sneak peeks of upcoming products or limited-edition items to generate buzz and make recipients feel like insiders.
Conclusion
Creating an impressive PR package takes more than just great products—it’s about personalizing the experience, telling your brand’s story, offering a memorable unboxing journey, embracing sustainability, and offering exclusivity. These five examples from top brands like Glossier, Lush, Tarte, Patagonia, and Sephora demonstrate how thoughtful packaging can create a lasting impact and elevate your brand’s presence.
Ready to design your own unforgettable PR package? 105Packaging specializes in custom packaging solutions that help brands stand out. Let’s work together to create PR packages that leave a lasting impression.
