Unboxing : the art of turning products into experiences
Unboxing has become much more than simply opening a package. Brands now use it as a powerful communication tool and a key part of the customer experience. Through carefully crafted unboxing experiences, they showcase their products while not only creating memorable and immersive experience but also a highly shareable moment. From elaborate packaging and storytelling to personalized items and interactive elements, brands design every detail to spark surprise, emotion, and desire.
Table of Contents
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The rise of unboxing culture
Social media platforms such as TikTok and Instagram have popularized this concept which focuses on capturing and sharing the moment someone discovers a product, from its packaging to its presentation and every detail that comes with it. In industries like beauty and fashion brands increasingly invest in highly creative PR packages. They carefully design these packages for influencers, journalists, and content creators to trigger strong emotional reactions and encourage online sharing.
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When PR packaging becomes a brand experience
Some recent PR activations perfectly illustrate this evolution. For the launch of Fleur de Lait, Miu Miu created an ice cream-inspired packaging concept. The bottle was hidden under realistic faux ice cream, turning the unboxing into a playful and sensory experience. This creative direction was not random. It directly echoed the fragrance’s identity, built around soft, creamy and comforting notes that evoke indulgence and sweetness. By translating the scent into a visual and tactile object, the brand allowed consumers to “understand” the perfume before even smelling it.
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Kiehl’s approached storytelling through visual metaphor. With their extinguisher-inspired packaging for Ultra Facial Meltdown, it directly reflected the product’s soothing and repairing purpose. By using the codes of emergency equipment, the campaign instantly communicated the idea of saving irritated skin in a humorous and memorable way.
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Too Faced adopted a playful approach for their Chocolate Collection with its heart-shaped chocolate-inspired PR package. Designed to be physically broken open with a small hammer, it reveals afterwards the products hidden inside. This interactive concept amplified the emotional impact of the unboxing experience by introducing surprise, participation and entertainment. The tactile action of “breaking” the packaging also encouraged creators to film and share the experience online, increasing its viral potential on social media.
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Lolavie embraced a natural and wellness-oriented aesthetic by presenting its product inside a miniature greenhouse. The transparent structure visually reinforced the brand’s focus on healthy hair and clean beauty. The botanical environment symbolized growth, nourishment and care. Rather than simply showcasing the product, the packaging immersed recipients into the brand’s universe.
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Gentle Monster extended the universe of its eyewear collection through oversized sculptural flowers, creating surreal and highly photogenic content opportunities. Rather than simply presenting the eyewear collection, the activation immersed recipients into a dreamlike visual environment. The installation-like packaging is also encouraging influencers to interact with the objects and produce visually impactful content online.
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Designing for attention in the Social Media Era
The impact of unboxing extends far beyond social media visibility. It also has reshaped the relationship between brands and their audiences. By turning product discovery into a sensory and emotional experience, unboxing enhances perceived exclusivity, strengthens emotional connection. It can even foster a sense of belonging to a brand community. In this way, unboxing becomes an extension of the customer experience—one that drives engagement, loyalty, and increased perceived value.
From Somexing Artistic’s perspective, PR packaging is no longer a secondary production detail but a strategic extension of brand design. It operates at the intersection of creative direction, product storytelling, and marketing performance. Every decision—from structural design to material selection—shapes the very first perception of the brand and influences how the product is emotionally received.
