As influencers and customers become more eco-conscious, they tend to notice which brands share their values. Especially with the popularity of PR unboxing videos, it’s even easier to see which brands care about the spectacle and which have put thought into the packaging they send out. In no niche is this more prominent than in beauty and lifestyle.
Today, we’re exploring the world of PR–and the PR packaging waste that comes with it. Read on to learn more!
How Did We Get Here?
Imagine this: the year is 2016. Beauty and lifestyle influencers are all the rage online, opening their copious piles of PR for a seemingly endless stream of new makeup releases. Viewers–through their favourite influencers–experience unboxing the latest product releases. As time goes on, the PR packaging in these videos becomes increasingly elaborate, with every company trying to outdo the last.
Originally, endorsements for brands would be made through celebrities and later, a handful of bloggers. YouTube’s rising popularity in the 2010’s kicked off the art of the PR haul–long form, in-depth videos usually set in front of a mountain of shipping boxes with all the upcoming releases.
Having a memorable unboxing experience is a powerful tool for building brand loyalty and leaving a lasting impression. Though PR packages often aren’t sent to the everyday consumer, using influencers and their visibility and reach helps build hype, driving business. However, more viewers and even some influencers are starting to notice that the elaborate PR packaging–while eye-catching–isn’t sustainable.
The influencer industry raked in $16.4 billion in 2022. Today, most consumer brands have influencer marketing built into their budgets. Though there’s no denying the star power of an influencer with hundreds of thousands (or more) followers, brands are also partnering with nano and micro influencers. Nano influencers have audiences of 1,000-10,000 followers and micro influencers range from 10,000-100,000 followers. These influencers have gained popularity on platforms like Tiktok and Instagram. They often also have more engaged and connected audiences than influencers with larger followings!
The PR Packaging Waste
In order to create a sense of luxury, brands often use custom rigid boxes. These boxes typically hold the products and the actual unboxing experience. They feature custom inserts, unique shapes and a variety of finishes and add-ons to add the wow factor. Since most PR is shipped to its recipients, these rigid boxes usually require a separate corrugated box to pass through the postal system. Some of the more elaborate PR can’t even go through regular mail and must be sent by courier!
PR packages are now crazier than ever; some of these promotional packages have gone beyond a box in a unique structure. Beauty brand Gisou sent influencers mini fridges stocked full of their newest releases. Korean eyewear brand Gentle Monster sent influencers a giant fall-away box with a plush unicorn to celebrate their collaboration with K-pop idol Jennie Kim. La Mer went so far as to create mobile vanities complete with everything required for an at-home La Mer spa day.
So what happens to this elaborate packaging once the experience is over? Some of the more elaborate packages include a mix of materials or features that make the boxes difficult to recycle. Most of the packaging in these cases serves no purpose other than aesthetics. Influencers often receive large amounts of product in these PR gifts, or shades they can’t use. Thankfully, many influencers donate their excess products, reducing some of the waste generated by the over-gifting.
I’m A Brand That Wants to Send PR Packages. What Can I Do?
While we’re critical of the waste generated by this industry, we know that there are ways to create mindful packaging. Here are our favourite tips:
Use Eco-Friendly Materials
This first tip might seem like a no-brainer, but we thought we’d include it anyways! Focusing on materials that are more eco-conscious can help reduce the overall waste output your brand has. Focusing specifically on recyclable materials can also help make sure your customers can properly dispose of their packaging.
Include Disposal Instructions
Not everyone will know what the best way to dispose of your packaging is. Including instructions for disposal either on a card insert or within the design itself are easy ways to keep your customers informed. Although every municipality is different, there are general guidelines for proper packaging disposal.
Make Mindful Custom Packaging
While we know PR boxes are all about the spectacle and creating hype through the unboxing process, being mindful of the environment while designing these experiences is key. Being more mindful and intentional about your packaging can also help signal your brand’s values to your audience.
How Can LeKAC Help?
Here at LeKAC, we believe that going custom doesn’t have to be complicated. Our custom packaging services prioritize eco-friendly solutions made-to-order! This means that all of your packaging can be created to your product’s unique specifications, reducing excess waste.
Interested in learning more? Contact us today for a free consultation with one of our knowledgeable Business Development Consultants!
