Packaging

The Art of Unboxing Success, Why Packaging Matters

By
Bibiana Obahor
July 20, 2023
IMAGE CREDIT - TIKTOK
Packaging design is a critical factor in shaping consumer perceptions of a brand. It goes beyond mere protection and presentation of a product, exerting a powerful influence on consumer emotions, purchasing decisions, and overall brand experience.

In this article


In today's digital era, the landscape of consumer behaviour has witnessed a remarkable transformation, largely influenced by the advent of social media platforms like TikTok and YouTube. One particular phenomenon that has emerged and captivated audiences is the unboxing video. This growing trend revolves around individuals showcasing their newly purchased products, placing emphasis on the packaging and overall unboxing experience. The unboxing video has evolved into a potent marketing tool, leveraged by brands to drive sales and create a lasting impact on consumers.


The importance of packaging

Establishing Brand Identity. Packaging design plays a crucial role in establishing a brand's identity. By consistently incorporating visual elements such as logos, colours, typography, and graphics across various products, packaging design creates a recognisable brand image.

Differentiation and Shelf Appeal. Packaging design serves as a vital tool for brand differentiation in a highly competitive market. Brands that effectively employ packaging design to stand out on store shelves are more likely to capture consumers' attention.

Conveying Product Attributes. Packaging also design serves as a visual representation of a product's attributes, allowing brands to effectively communicate unique selling points. Innovative brands often incorporate packaging design elements that reflect their product features.

Evoking Emotional Connection. Packaging design possesses the ability to create emotional connections and memorable brand experiences. Brands that understand their target audience can design packaging that resonates on an emotional level. In the beauty industry, where personal expression and self-care are paramount, brands like Glossier excel in creating a sense of connection through their packaging design. The brand's minimalistic, millennial-friendly aesthetic evokes a feeling of authenticity and approachability, fostering a strong emotional bond with their target audience.

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Reflecting Brand Values. Finally, packaging design provides an opportunity for brands to reflect their values and demonstrate social responsibility. Brands that align their packaging design with their core values can appeal to consumers who share similar beliefs. LUSH, a brand committed to sustainability and ethical practices, employs eco-friendly packaging design elements, such as recycled materials and minimal packaging waste. This alignment reinforces the brand's values and attracts environmentally conscious consumers.

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The Power of Unboxing Videos

Unboxing videos, at their core, cater to the human desire to share experiences. When individuals acquire something special or luxurious, they seek to share the excitement with others. These videos serve as a virtual show-and-tell, enabling consumers to display their latest acquisitions to a broad online audience. The practice not only fulfils their need for self-expression but also fosters a sense of community and connection with like-minded individuals who share similar interests and aspirations.

Influence on Consumer Behaviour

These videos inspire viewers to seek out similar experiences for themselves, even if the product itself may not be a necessity. The allure of well-designed packaging, showcased in these videos, triggers a desire to own the product, not just for its utility but for the exceptional experience it promises. Brands have astutely recognised this phenomenon and strategically design their packaging to be visually captivating, engaging, and Instagram-worthy, effectively turning their customers into brand advocates.

Established Luxury Brands' Unboxing Mastery

Established luxury brands, like Gucci and Chanel, have indeed perfected the art of unboxing, transforming their packaging into an essential component of the premium experience they provide to their customers. Their approach to packaging goes beyond mere functionality and serves as a powerful marketing tool to create lasting impressions and drive brand loyalty.

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@so.elle Forever a chanel girl at heart πŸ€πŸ–€ #chanel #unboxing #haul #shopping #fyp ♬ original sound

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Let's delve deeper into the critical analysis of how these brands have successfully harnessed the unboxing phenomenon:

  1. Brand Identity Reinforcement. Gucci and Chanel's packaging design embodies the essence of their brand identities. The elegant and embossed boxes, along with luxurious tissue papers and ribbons, exude sophistication and luxury. By maintaining consistency in their packaging across product lines, they reinforce their distinct brand image and communicate their high-end positioning.
  2. A Multi-Sensory Experience. The meticulous curation of every detail in their packaging design contributes to a multi-sensory unboxing experience. The tactile sensation of touching the premium materials, the visual delight of vibrant colors and intricate designs, and even the faint scent of the packaging material create an immersive encounter for the customer. This sensory engagement leaves a strong and lasting impact on the consumer, elevating their overall perception of the brand.
  3. Emotional Connection. By focusing on the unboxing experience, brands can tap into the emotional aspect of consumer behaviour. Unboxing becomes more than just receiving a product; it becomes an event, a moment of excitement, and a symbol of personal indulgence. This emotional connection fosters a sense of attachment and loyalty towards the brand, enhancing the chances of repeat purchases and positive word-of-mouth recommendations.
  4. Social Media Amplification. Luxury brands are well-aware of the potential of unboxing videos in amplifying their reach. By creating packaging that is visually captivating and highly shareable, they encourage customers to showcase their unboxing experiences on social media platforms. This organic user-generated content acts as free advertising, reaching a vast audience beyond the initial purchaser. It effectively transforms customers into brand advocates, contributing to increased brand awareness and desirability.
  5. FOMO. The allure of luxury unboxing experiences triggers a sense of FOMO among viewers. Even those who may not initially need or intend to purchase the product feel compelled to do so, fearing they might miss out on the exclusive and captivating experience showcased in unboxing videos. This FOMO-driven strategy fuels impulse purchases and strengthens brand demand.

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By creating a multi-sensory and captivating unboxing experience, brands successfully turn customers into brand advocates, amplifying their reach and solidifying their position as leading luxury brands.

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Modern brands get it too

Newer entrants to the market, like REFY and Boy Smells, have shown a remarkable understanding of the power of unboxing as a strategic marketing tool. In a highly competitive and saturated digital landscape, these brands have astutely harnessed the potential of compelling packaging to swiftly gain recognition and stand out from the crowd.

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REFY

REFY, the brainchild of influencer Jess Hunt and SHRINE founder Jenna Meek, has quickly made a significant impact on the beauty industry since its launch merely three years ago. In this short time, the brand has already seen several of its products attain sell-out status, cementing their popularity among consumers. Notably, many of these products have become viral sensations on TikTok, with the #refybrow hashtag alone amassing almost 400,000 views. It is safe to say that REFY has become an absolute knockout, finding its way onto everyone's beauty wish list.

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refy beauty

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Capturing Attention in a Crowded Market. Jess Hunt recognises that in a market flooded with beauty and cosmetic products, capturing consumers' attention from the outset is crucial. Investing in eye-catching and visually appealing packaging has allowed them to create an immediate impact and pique curiosity among potential customers. The packaging acts as the brand's first point of contact with the consumer, making it a pivotal tool in attracting attention in a cluttered market.

Leveraging Influencer Marketing. Influencers are drawn to products with visually appealing packaging, as it enhances the aesthetics of their content and boosts engagement. By sending their products to influencers and beauty enthusiasts, REFY effectively leverages the power of unboxing videos to reach a broader audience and gain valuable endorsements.

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Boy Smells

Boy Smells, founded in 2016, gained popularity for its unique approach to scents and gender-neutral branding. The brand recognised the significance of creating an immersive unboxing experience to differentiate itself from traditional fragrance and candle brands.

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Boy smells LES Candle

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Unique Packaging Design. Boy Smells invested in a distinctive and modern packaging design that perfectly complemented its brand identity. Their candles are packaged in sleek and minimalist matte black boxes with bold and colourful typography, showcasing a fresh and edgy vibe. This unique design immediately grabs the attention of consumers, setting them apart from other competitors in the market.

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@ssooophhia i have been getting so many compliments on my new @Boy Smells fragrance 🀍 #perfume #fragrance #perfumetok #boysmells ♬ Jupiter & Mars - ARDN

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Limited Editions and Seasonal Releases. The brand's approach to limited edition candles and seasonal releases further enhanced the appeal of their unboxing experience. Customers eagerly anticipated these special releases, knowing that the packaging and unboxing experience would be unique and tailored to the theme. This anticipation encouraged repeat purchases and fostered a sense of loyalty among consumers.

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boy smells pride month candle collection 2020

Key Takeaways

First Impressions Matter. Recognise that the unboxing experience serves as the customer's first tangible interaction with your brand. Ensuring that your packaging aligns with your brand identity and values will leave a lasting positive impression.

Shareability and Aesthetics. Aim to create packaging that is visually appealing and share-worthy. Customers who take pride in showing off your products in their unboxing videos can significantly enhance your brand's exposure.

Personalisation and Surprise. Consider adding personalised touches or surprise elements to your packaging. This enhances the sense of delight and fosters a stronger emotional connection with your brand.

Social Media Integration. Encourage customers to share their unboxing experiences on social media platforms. Running contests or providing incentives can motivate them to engage more actively with your brand online.

Sustainability Matters. In today's eco-conscious world, eco-friendly packaging can be a significant differentiator. Demonstrating a commitment to sustainability can attract environmentally-conscious customers.

Unboxing as an Experience. Treat the unboxing process as an experience in itself. Engage multiple senses, such as touch and smell, to create a truly immersive and memorable moment for your customers.

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In conclusion, the art of unboxing success has emerged as a pivotal aspect of modern marketing. The importance of packaging cannot be underestimated, as it holds the power to drive sales, amplify brand reach, and cultivate strong customer relationships. By observing the strategies employed by luxury brands like Gucci and Chanel, as well as newer brands like REFY and Boy Smells, small business owners can harness the potential of unboxing to elevate their brand presence and foster customer loyalty in the digital era.

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