When thoughtfully designed, the Gift With Purchase (GWP) becomes much more than a promotional tool: it transforms into a vector of loyalty, exclusivity, and attachment. According to Google research on purchasing behavior, “the power of free” remains one of the most powerful levers: 70% of consumers are willing to switch brands to benefit from an additional product or service at no extra cost. But beyond the commercial gesture, it is quality, intention, and rarity that turn the gift into a true emotional treasure.
A 70-Year History
Born in the 1950s with Estée Lauder, the GWP quickly became an essential practice. The founder herself would offer small sample kits to clients discovering her perfumes. It wasn’t just a marketing operation, it was a personal gesture, a sign of care. Receiving a gift directly from Estée Lauder became a story to tell, an unforgettable experience.
Today, the concept has grown more sophisticated. From a simple sample, it has become a ritual of appreciation, a strategic tool that enriches the client journey and amplifies the perceived value of a brand.
From Souvenir to Symbol
Over time, however, the GWP has often become banal—even generic: standardized, soulless objects that end up lost in the crowd. In a world saturated with disposable promotions, the most discerning brands restore the GWP to its noble role, elevating it to a unique object that carries identity and memory.
The question is no longer “Should we give a gift?” but rather “How can we create an object worth keeping forever?”
When Luxury Reinvents the GWP
Authentic luxury is not mass-produced. The maisons that embody excellence understand that the GWP must be a natural extension of their DNA, an expression of their uniqueness and high standards.
Some remarkable examples:
- Balzac Paris celebrated the opening of its first boutique with a symbolic object: a custom pink key, created with Ateliers AME, offered to the first 200 clients. More than a souvenir, it was an invitation to remember a defining moment.
- Hermès reserves exclusive objects for certain clients, like handcrafted notebooks or scarves, that honor its creative heritage and are never available in stores.
- Penhaligon’s, the perfume house, designed brass “Charms” with Ateliers AME to hang on bottles, creating a unique collectible effect.
- Patek Philippe has upheld a rare tradition since 1997: offering its most loyal clients exclusive catchall trays, true symbols of recognition and timelessness.
These objects are not simple gifts. They are witnesses of the shared story between a brand and its clients, fragments of memory that embody durability and emotion.
Beyond the Object: The Experience
Some maisons go even further, transforming the GWP into an immersive experience.
Louis Vuitton, for example, reinvented the concept during a New York pop-up with Takashi Murakami. Clients could access an artistic and playful installation where each gift, from a Murakami-signed Tamagotchi to collectible stickers, became a ritual of joy and wonder. Here, the gift is no longer just material; it becomes a memorable, shareable experience.
The GWP as an Emotional Bond
A GWP is not meant to be distributed systematically or randomly as a mere bonus. Above all, it is a declaration of gratitude, a gesture of consideration, and a symbol of timeless beauty. When imagined authentically, it carries emotion and becomes a lasting memory.
Ateliers AME: The Art of Creating Objects With a Soul
In a world flooded with soulless promotions, Ateliers AME restores the original dimension of the Gift With Purchase: an object thoughtfully designed, crafted, and given with intention.
By collaborating with the most prestigious brands, Ateliers AME creates gifts aligned with their identity and crafted by the finest artisans in the world. Each piece is made to endure, and receiving it becomes a moment etched in memory.
This is how Ateliers AME transforms the GWP into a vector of exclusivity, beauty, and meaning—destined to live with the client long beyond the act of purchase.
