When Rhode sends out a press mailer, it generates more social impressions than some brands' entire monthly content output. When Dior ships a holiday PR package, influencers film 10-minute unboxing videos. When Prada Beauty launched, their mailers became collector's items resold on Depop.
Most beauty brands send press mailers too. Most of them end up in a recycling bin. Here's what separates the two.
The unboxing is the content
The fundamental mistake most brands make with press mailers is treating them as packaging for a product sample. The recipient opens the box, takes out the product, discards the rest. No content created. No social sharing. Zero amplification.
The brands that generate massive ROI from mailers understand that the unboxing experience IS the content. The box itself, the unwrapping process, the moment of reveal - these are all designed with the camera in mind.
Rhode's mailers are famously photogenic. Clean, minimal packaging in their signature colours, with the product presented almost like a piece of art. Every element is designed to look good on camera - because Hailey Bieber's team knows that the mailer will be filmed, and the filming is the point.
What makes a mailer worth sharing
It surprises. The mailer needs to contain something unexpected. A product sample alone isn't surprising. A custom object that relates to the product concept, an edible element, a usable item beyond the product itself - these create a moment worth capturing.
Dior's holiday mailers have included custom ornaments, branded candles, and hand-written notes from the creative director. Each item extends the unboxing content from a quick snap to a multi-item reveal.
It photographs well. This sounds obvious, but most mailers are designed by packaging teams thinking about protection and cost, not by content teams thinking about visual impact. The colours, textures, and proportions need to work on camera. That means considering how it looks in different lighting, against common backgrounds (white desks, marble countertops, bedsheets), and in both photo and video formats.
It tells a story. The best mailers have a concept that connects the packaging to the product. When a sunscreen brand sent their mailer in a miniature beach cooler, the packaging reinforced the product's use case. When a fragrance brand shipped their samples in a wooden cabinet resembling an old apothecary, it communicated heritage and craftsmanship.
It's appropriately sized. Oversized mailers that are clearly wasteful generate negative content. Consumers - particularly younger ones - will call out excessive packaging. The mailer should feel considered and intentional, not extravagant for the sake of it.
Measurement beyond vanity metrics
Most brands measure mailer success by counting social posts. That's a start, but it's insufficient.
Track the full funnel: How many recipients posted? What was the total reach of those posts? Did site traffic increase during the mailer landing period? Did the featured products see a sales lift? What was the cost per impression compared to paid media?
When you run these numbers, you'll often find that a well-executed mailer campaign delivers impressions at a fraction of the cost of paid influencer content - because the content is organic, authentic, and comes from a moment of genuine delight.
Making it work on a budget
You don't need Dior's budget to create a shareable mailer. The principles are the same at any price point:
Choose one surprising element - even a small, thoughtful addition changes the experience. Prioritise visual impact over material cost. Include a clear, easy call to action (a QR code to the product page, a hashtag, a personal note asking for honest feedback). And send it to the right people - 20 well-targeted mailers to creators who genuinely align with your brand will outperform 200 generic sends every time.
The press mailer isn't dying. But the generic "product in a branded box" approach is. Make it worth filming, or save the postage.