Opening a gift can be one of the most memorable, enchanting experiences. It is both the contents of the gift, as well as the presentation of the gift that defines its memorable nature. The experience of receiving a gift is reflected in its packaging - its purpose and essence.
The Gifting Experience
Opening a gift can be one of the most memorable, enchanting experiences. It is both the contents of the gift, as well as the presentation of the gift that defines its memorable nature. The experience of receiving a gift is reflected in its packaging – its purpose and essence.
Elaine Swann, a lifestyle and etiquette expert, says that quality presentation “lets the person know you took great thought into getting this gift for them. It doesn’t feel as though it is an afterthought. It sets the tone for the gift experience.”
An opportunity to express creativity and thoughtfulness is provided by packaging, the core aspect of presenting a gift. With the popular marketing practice of “unboxing” on the rise, presentation is becoming even more critical for brands to make an impact.
The Magic of Unboxing
So what is “unboxing?” Unboxing is the experience of vicariously living through someone’s package opening experience, often self-recorded and posted on social media. Starting in the early 2000s, it has grown into a lucrative, widespread practice. Since its launch in 2018, the hashtag #unboxing Tik Tok has garnered over 44 billion likes (Vouge).
Specifically in the luxury market, the trend has gained massive traction. It can be an excellent, low-cost way for brands to gain exposure through a gifted product and a way for creators to captivate their audiences.
The need for brands to use defining packaging is becoming increasingly important as the trend continues to grow.
@willabelleofficial Is there anything better than an exotic Birkin? Prove me wrong 🫣🐊 My IG: willamazing #Hermes #HermesUnboxing #HermesCrocodile #Unboxing
@irisamberr Me when I saw this bag in store 😱😱😱 #unboxing #tiktokfashion #gucci #designerbagunboxing
@bagista.uk Meanwhile Chanel✨ What do you think about this VIP item?🤍 #handbag #chanel #chanelbag #vip #luxury #luxurylife #bagtok #unboxing #asmr #asmrunboxing #foryou #fyp #fypシ
The Making of a Perfect Gift
The key to developing a captivating, unique, and special experience for the gift opener is to consider what is meant to be conveyed. An impactful packaging experience will tell a story and enhance the recipient’s experience while even inspiring viewers to imagine how the item could fit into their life.
The M.A.C Cosmetics M.A.CStack Mailer
To celebrate the release of Mac Cosmetic’s M.A.CStack Mascara, the brand needed clever and eye-catching packaging to mimic the essence of the product: thus, the M.A.CStack Mailer. Mac’s viral M.A.C.Stack Mascara, which received high praise from influencers, is a clump-resistant mascara that builds volume and length.
Designed with the look of the makeup product in mind, the metallic packaging complements the sleek, reflective design of the mascara tube and its orb-shaped endcap.
M.A.C being a sustainable luxury brand, Ateliers AME was the ideal partner for the production of an impactful and eco-conscious package for its popular product. In an effort to reduce its carbon footprint, Ateliers AME uses sustainable alternatives whenever possible, including recycled materials, as well as closer sourcing. Additionally, Ateliers AME uses its close network of manufacturers to produce items crafted to the highest standards.
