Both up-and-coming and big-name beauty and cosmetics brands alike have taken to the trend of incorporating beautiful, thoughtful PR packages into their marketing strategies. Whether you are looking for ways to elevate your current PR package or are not sure where to start, one thing is for sure: PR packages are a great way to get your brand in front of thousands, even millions, of people in your target audience. While you may already know the value PR packages bring to your brand, creating one that is powerful and effective is oftentimes easier said than done.
You will likely be sending PR packages to social media influencers, bloggers, beauty and cosmetics gurus, makeup artists, celebrities, and other people whose followings align with your target audience. Since the main goal of sending PR packages is to get these influential people to share their thoughts with their loyal fans, it is imperative to give careful thought to your PR package’s design, components, and quality. With that being said, you do not want to simply send them a box of products — you want to create a memorable, unique experience that evokes emotion and intrigues your audience.
This is where the term “unboxing experience” comes into play. Many celebrities and influencers who receive PR packages will post an unboxing video to their social media platforms. Whether it be through a Facebook livestream, YouTube video, or a post on Instagram, TikTok, or other social channels, many influencers will show their reaction and give a review as they open the PR package.
Since your packaging directly impacts how your brand and products are presented, you want to make sure that this valuable touchpoint is executed with flair and finesse.
Remember, when it comes to packaging, user experience is everything. Your cosmetic products themselves are likely manufactured in attractive yet functional components to give consumers a product that they enjoy end-to-end. Provide a consistent consumer experience by creating retail packaging that mimics this same quality.
There are two secrets to a successful PR package:
Think about what your consumers like, what is trending, and what makes your brand unique. Then, use your findings to create a highly effective PR package.
Whether they are free or paid for, no one likes receiving broken, unusable products. This does not create the best impression, and if an influencer is opening your package for the first time on a live stream, you want to make sure every product is intact. Send your PR packages in a high-quality, durable printed mailer box. Do not forget about your packaging’s interior components — they play an equally important role in protecting your products in transit.
PR packages are typically composed of a printed mailer box and interior packaging components that keep the products in place during shipping. To set yourself apart, you will need to create a packaging solution that is tailored to your brand — after all, you are not like other beauty and cosmetics brands, and your packaging should not be either.
First impressions are everything, and you want to make sure your packaging’s exterior makes a good one. Ship your PR package in a printed corrugated mailer box. Customize it with your brand name, logo, and brand colors. Incorporate designs on its exterior that feature your brand colors, or take it a step further by adding different textures such as matte or gloss finishes. Add a printed interior and matching inserts to keep the design continuous.
In addition to a fully custom exterior packaging, you want to include thoughtful finishing touches to elevate the unboxing experience and make each recipient feel special. Add a flat card with an exclusive discount code that influencers can share with their followers. Include a thoughtful note and details about the products and your brand on a flat or folded card. Send free gifts with the package, such as a customized sticker sheet, stylish reusable containers, or fabric printed totes and drawstring bags.
Now that you know what to include in your PR package, what comes next? Finding a reliable and established packaging service provider is oftentimes half the battle.
Edge2Edge is an end-to-end packaging service provider specializing in custom PR packaging solutions for beauty and cosmetics brands. Our team will work with you every step of the way with strategic consultations and guidance so that you can NAVIGATE through the packaging creation process in your industry with ease. To set you and your beauty and cosmetics brand up for success, we also offer:
Contact us today to create a vlog-worthy PR package that “wows” your consumers.