Packaging for Subscription Boxes: Creating Unboxing Experiences
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Packaging for Subscription Boxes: Creating Unboxing Experiences


Packaging for Subscription Boxes: Creating Unboxing Experiences

Packaging for Subscription Boxes: Creating Unboxing Experiences

Subscription boxes have become increasingly popular in recent years, offering consumers a convenient and exciting way to discover new products. From beauty and fashion to food and lifestyle, there is a subscription box for almost every interest. While the contents of these boxes are undoubtedly important, the packaging plays a crucial role in creating a memorable unboxing experience. In this article, we will explore the importance of packaging for subscription boxes and discuss strategies for creating a compelling unboxing experience.

The Power of Unboxing

Unboxing has become a phenomenon in the world of e-commerce. It refers to the act of opening a package and revealing its contents. Unboxing videos have gained immense popularity on social media platforms like YouTube, with millions of views and dedicated channels. The appeal of unboxing lies in the excitement and anticipation it generates. It allows consumers to experience the joy of unwrapping a gift, even if they purchased the item themselves.

For subscription box companies, the unboxing experience is a crucial opportunity to create a lasting impression on their customers. It is a chance to surprise and delight, fostering a sense of loyalty and encouraging repeat purchases. By investing in thoughtful and well-designed packaging, subscription box companies can elevate the unboxing experience and differentiate themselves from competitors.

Designing for Impact

When it comes to packaging for subscription boxes, design is key. The packaging should reflect the brand’s identity and create a sense of anticipation. Here are some design elements to consider:

  • Branding: The packaging should prominently feature the company’s logo and colors to reinforce brand recognition.
  • Materials: Choosing high-quality materials can enhance the perceived value of the subscription box. Consider using sustainable and eco-friendly options to align with consumer values.
  • Structural Design: Think beyond the traditional box shape. Unique and innovative packaging designs can make the unboxing experience more memorable. For example, Birchbox, a beauty subscription box, uses a sliding drawer design that adds an element of surprise.
  • Personalization: Adding a personal touch, such as a handwritten note or customized packaging, can make customers feel valued and appreciated.

Creating a Sense of Excitement

Subscription boxes thrive on the element of surprise. To create a sense of excitement, consider the following strategies:

  • Teasers: Providing teasers or hints about the contents of the box can build anticipation and generate excitement among subscribers. For example, FabFitFun, a lifestyle subscription box, releases sneak peeks of upcoming products on social media.
  • Themed Boxes: Curating boxes around a specific theme can add an extra layer of excitement. For instance, a beauty subscription box could have a “summer essentials” theme, featuring products suitable for the season.
  • Limited Editions: Introducing limited edition boxes with exclusive products can create a sense of urgency and drive sales. Loot Crate, a popular geek and gaming subscription box, regularly offers limited edition boxes tied to popular franchises like Star Wars or Marvel.

Enhancing the Unboxing Experience

The unboxing experience should be more than just tearing open a box. It should be an immersive and enjoyable process. Here are some ways to enhance the unboxing experience:

  • Unboxing Instructions: Including clear instructions on how to open the box can add an element of interactivity. For example, Bespoke Post, a men’s lifestyle subscription box, includes step-by-step instructions on how to reveal the contents.
  • Product Information: Providing detailed information about each product can help subscribers understand their value and usage. This can be done through product cards or a booklet included in the box.
  • Surprise Extras: Adding unexpected extras, such as samples or small gifts, can delight customers and make the unboxing experience even more memorable.

Case Studies: Successful Packaging Strategies

Several subscription box companies have excelled in creating compelling unboxing experiences. Let’s take a look at two notable examples:


Birchbox, a beauty subscription box, has gained a loyal following by focusing on personalization and customization. Each box is tailored to the subscriber’s preferences, ensuring that they receive products suited to their needs. Birchbox also invests in unique packaging designs, such as their sliding drawer boxes, which add an element of surprise and make the unboxing experience more enjoyable.


Boxycharm, a beauty subscription box known for its full-sized products, creates a sense of excitement by regularly including high-value items in their boxes. They often collaborate with popular beauty brands to offer exclusive products to their subscribers. Boxycharm’s packaging is sleek and elegant, reflecting the premium nature of their offerings.


Packaging plays a crucial role in creating a memorable unboxing experience for subscription box customers. By investing in thoughtful design, creating a sense of excitement, and enhancing the unboxing process, subscription box companies can differentiate themselves and foster customer loyalty. The power of unboxing should not be underestimated, as it has the potential to turn a one-time customer into a loyal subscriber. So, whether you’re a subscription box company or a consumer, remember that the packaging is more than just a box – it’s an opportunity to create a lasting impression.

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