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Elevate Your Brand with an Unforgettable Unboxing Experience

packstudio author

By Brad Holmes|July 05, 2024|5 mins read

Emerging brands often focus on product quality, competitive pricing, and digital marketing. However, a crucial element that frequently goes unnoticed is the unboxing experience. It’s easy to stick with the standard white bag or plain brown box, assuming the product inside will suffice to impress your customers. Yet, as any savvy entrepreneur knows, even the most outstanding product can benefit immensely from a delightful presentation.

As an online store, your packaging is the first thing your customers notice when they receive their orders. It is the one element that helps you create a lasting impression on your customers. You can use different types of packaging, customize it based on your brand, and create an exciting unboxing experience for your customers.

Unboxing Experience

The Power of the Unboxing Experience

According to Dotcom’s 2015 “Unwrapping the Experience” study, 49% of people reported that brilliant packaging makes them more excited about receiving items from a brand, and 39% said it made them more likely to share the experience. For emerging brands looking to make a mark, this is an opportunity too significant to overlook. A memorable unboxing can transform first-time buyers into loyal customers and turn satisfied customers into brand advocates.

The unboxing experience has found a vibrant stage on social media. Platforms like Instagram, YouTube, and TikTok are filled with influencers and everyday users sharing their unboxing moments. These videos and posts can reach thousands, if not millions, of potential customers, providing free and authentic advertising for your brand. Leveraging this trend can be a game-changer for emerging brands looking to establish a foothold in the market.

Tips for an Unforgettable Unboxing Experience

Think Inside the Box

A custom-printed box is just the beginning. To create a truly Instagram-worthy unboxing experience, consider every detail that goes inside. From tissue paper and confetti to branded stickers and rustic twine, these elements not only protect your product but also enhance its presentation. This is your chance to showcase your brand’s colors and aesthetic, making the unboxing experience as delightful as possible.

Personal Touches Matter

Your business is personal to you, and it should feel personal to your customers too. A handwritten note on custom stationery or a spot on the box for the packager to sign their name adds a warm, human touch. These small gestures can significantly impact how customers perceive your brand, especially in the e-commerce space where personal interactions are limited.

Tell Your Brand’s Story

Packaging is a powerful medium to convey your brand’s story. Include a postcard with an intriguing origin story, establish a consistent tone of voice, and carefully plan the unwrapping sequence. The first thing your customer sees when they open the box shouldn’t be a receipt or return slip. Instead, share your social media handles and a branded hashtag to encourage customers to share their unboxing experience online. This strategy helps you sell not just a product but an entire experience.

Surprise & Delight

Adding a little something extra can elevate the unboxing experience from good to unforgettable. Include a giveaway or a thoughtful freebie that aligns with your brand. For instance, if you sell beauty products, a signature chapstick can be a delightful addition. If you’re an earthy lifestyle brand, a bundle of lavender or sage can add a pleasant scent to the unboxing experience. When done thoughtfully, these surprises can create memorable experiences that customers will want to share.

Read our post on Mastering Custom Packaging

Why It Matters

For emerging brands, the unboxing experience is a powerful tool to differentiate yourself in a crowded market. It’s not just about the product but the entire journey your customer embarks on from the moment they receive their package. A well-thought-out unboxing experience can lead to increased customer satisfaction, repeat purchases, and organic social media exposure.

Glossier Unboxing

Glossier’s Unboxing Experience

Glossier’s commitment to creating an unforgettable unboxing experience has paid off tremendously, driving both social media trends and sales. With thousands of unboxing videos shared across platforms like Instagram and YouTube receiving tens of thousands of views, Glossier has successfully harnessed the power of user-generated content to amplify its brand presence. This organic, authentic promotion not only engages a broad audience but also establishes a strong community of loyal customers who are excited to share their experiences.


Glossier, a beauty and skincare brand, has gained a cult following thanks in part to its exceptional unboxing experience. The company uses its packaging to reflect its brand identity and connect with its target audience.


Glossier’s unboxing experience includes:

  • Branded Aesthetics: The packaging features Glossier’s signature pink color and minimalist design.
  • Personal Touches: Each order includes a personalized note and branded stickers, enhancing the personal connection with customers.
  • Practical Design: The packaging is designed to be functional and reusable, often incorporating zip-lock pouches that customers can repurpose.
  • Social Media Integration: Glossier encourages customers to share their unboxing experiences on social media with branded hashtags.


  • Viral Marketing: The shareable unboxing experience has led to a significant amount of user-generated content on platforms like Instagram and YouTube, providing Glossier with free marketing and increased brand visibility.
  • Customer Engagement: The personalized touches and practical design elements have resonated with customers, fostering a strong sense of community and brand loyalty.
  • Sales Growth: The buzz generated by the unboxing experience has helped drive sales, with many customers citing the packaging as a reason for their repeat purchases.

By turning the simple act of opening a package into a shareable event, Glossier has set a new standard in the beauty industry, illustrating how a thoughtful unboxing experience can be a powerful catalyst for brand growth and customer retention.

The Unboxing Recipe

Final Thoughts

Creating an amazing unboxing experience isn’t overly complicated. Put yourself in your customer’s shoes and think about what would make you excited to receive a package. With a little creativity and attention to detail, you can turn every delivery into a memorable event that keeps customers coming back and talking about your brand.

Harness the power of the unboxing experience to elevate your emerging brand, captivate your customers, and make a lasting impression in the social media age.

Elevate The Unboxing Experience

We hope our guide to the unboxing experience helps you as you begin your product packaging journey! If you have any questions or are ready to get started creating beautiful product packages, reach out to our experts at PackStudio.