In the age of TikTok and Instagram unboxings, we’ve all seen what lengths brands go to to capture a new audience for a product launch, or even show love to a bestseller through PR mailers.

There’s something so enticing about receiving a PR package from one of your favorite brands – from the exterior design to interior packaging and personalized insert card, you haven’t even come close to revealing the products just yet. The mailer itself has already mesmerized you.

Do you ever wonder what goes into creating this perfect product sampler mailer? How some boxes are just… boxes, while others create a moment that deserves a spot on your Instagram story.

It takes a bit more work than you’d think, but here at Agency Guacamole, we’ve been cooking up some of the most exciting, award-worthy PR mailers for your favorite beauty brands for years.

Here are a few ingredients that go into making the perfect guaca – excuse us, PR mailer.

🥑 MAKE A PLAN

First and foremost, setting a date for ideal mailer distribution is imperative. This will allow your team to create a strategic workback schedule accommodating all factors – mailer box ideation and concept approval, production, receiving all elements for the mailer, actually packing and prepping the boxes and carrier service protocol.

🥑 AUDIENCE IS KEY

The goal of a PR mailer is to create the most impact for the brand you’re working with. Now that you know when you want people to start receiving your mailer, it’s time to nail down who your mailer will go to. For example, are you gifting to Millennial or Gen-Z creators? Those with oily skin or fine hair?

🥑 INSPIRATION STRIKES

Once the foundation is established, it’s time to get the creative juices flowing. Our team at Agency Guacamole leads mailer projects with an all-hands approach by inviting every team member to brainstorms.

Just as so many flavors and ingredients make the most delicious guacamole, we feel the same way about our diverse team and their ideas.

One thing we keep in mind is not only the audience, but also the client and their brand. What are their guidelines and values? Is there a specific pantone shade or font to follow? How about FTC disclosures?

Our job as an agency is to bring to life the feeling we want the target audience to experience when opening a package, in an effort to establish an authentic connection and brand loyalty with the recipient.

🥑 FULL WHITE GLOVE SERVICE

One of the many things that set us apart at Agency Guacamole is the fact that we have our very own warehouse space to store products and fulfill and ship large-scale mailers. Our clients are truly getting a premium, A-Z, white glove service when they work with us.

By keeping all aspects of the mailer in-house, our clients have an entire team of experts to rely on throughout the process, and as a result, they can always expect the most exceptional mailers from our team.

🥑 FOCUS ON SUSTAINABILITY

The warehouse experts at Agency Guacamole are always up-to-date on the newest innovations in packaging, and we like to ensure that those materials align with our and our clients’ core values, including sustainability.

A few ways we incorporate eco-friendly packaging is through biodegradable peanuts and working with FSC (Forest Stewardship Council) certified-partners.

🥑 READY TO GO

Now that all of the mailer parts have come in, mockups have been approved and our team has assembled all packages, we can start the shipping process.

The warehouse team has an exceptional knowledge of both the brands we work with and the way products should be packaged. This may involve adding an adhesive to products that have the potential to spill, or conducting a shake test to make sure all items remain intact as they make their way through the shipping process, ensuring they arrive in perfect condition.

If the mailer test passes, fulfillment ensues and in just a few days, recipients are ready to unbox and enjoy their product goodies!