Best PR Packages of All Time

Influencer unboxing videos have become a huge part of pop culture – and brands are responding with ever more over-the-top PR packages to grab our attention. From beauty gurus on TikTok to A-list celebs on Instagram, everyone loves a dramatic unboxing. The best PR packages are essentially experiences in a box: visually stunning, often personalized, sometimes outrageous, and almost always Instagrammable. In this post, we’ll look at some of the most talked-about influencer PR unboxings in recent memory (focusing on the past couple of years) and see why they rank among the best PR packages of all time. Get ready for a wild ride through glam goodies, luxury surprises, and viral moments that had all of social media buzzing!

Gisou’s Mini Fridge

If you spent any time on BeautyTok in 2024, you probably saw this one. Gisou (the honey-infused haircare brand by influencer Negin Mirsalehi) sent out fully stocked mini beauty fridges as PR packages – and promptly set the internet ablaze. Imagine opening a miniature fridge packed with Gisou products: rows of hair oils, perfumes, serums, balms, plus cute extras like bottles of fruity drinks and even fresh fruits inside. It was the kind of indulgent, bougie presentation that gave everyone FOMO. TikTok videos of the unboxing racked up over 53 million views with thousands of comments dubbing it the “dream PR package”. Talk about best PR packages goals! Gisou’s fridge nailed it because it wasn’t just freebies – it was a full experience. The aesthetic was on point (sleek white fridge, pink and gold goodies), the theme fit the brand (honey and self-care vibes), and it had that “OMG, no way!” factor that made creators excited to share it. This PR box was seriously one of the best PR packages in beauty in recent years, proving that a little creativity (and a lot of products) can go a long way in going viral.

Tarte’s Hermès Surprise

When is a makeup PR box more than just makeup? When it comes with a $700 Hermès bracelet inside, of course. That’s exactly what happened in late 2024 when Tarte Cosmetics sent out Dancing With the Stars-themed PR packages to influencers, with a select few discovering an iconic orange Hermès box nestled alongside their Tarte goodies. Influencer Halley Kate’s TikTok unboxing showed her literally gasping and squealing over the surprise Hermès Kelly bracelet – she couldn’t believe a PR package included fine jewelry. Her reaction (and wrist full of luxury bling) quickly went viral, and she wasn’t the only one – several other creators opened their boxes on camera to find the same gift, garnering millions of views as well. It’s easy to see why this stunt became one of the best PR packages of the year: it had ultimate shock value (beauty products + high-end fashion crossover), personalization (some others got custom nameplate necklaces), and created a huge buzz on social media.

Of course, part of what made this Tarte mailer so talked-about was the drama it stirred up. Not every influencer on the list got that coveted bracelet – some received just snacks or lesser gifts – leading followers and fellow creators to accuse Tarte of “playing favorites”. One TikToker joked she got Cheez-Its while others got Hermès. The controversy only fueled more conversation, turning the unboxings into a trending topic on TikTok and beyond. Tarte defended the campaign as a misunderstanding, but regardless, everyone was suddenly talking about Tarte. In PR, even backlash can translate to attention. In the end, this flashy box (nicknamed the “Hermès gate” by some fans) succeeded in its goal: it had the internet glued to PR unboxing videos for days. Love it or hate it, it ranks among the best PR packages in recent memory for sheer viral impact.

Gentle Monster x Jennie’s Unicorn Kit

When a luxury eyewear brand teams up with a K-pop superstar, expect extra everything – including the PR packaging. In 2024, Korean brand Gentle Monster launched its Jentle Salon collaboration with Blackpink’s Jennie, and the influencer PR box might as well have been a treasure chest. Each limited-edition gift box included the entire Jennie-designed sunglasses collection plus an exclusive oversized unicorn plushie – a cute, pastel toy that instantly screams “Jennie” vibes. This PR package hit all the right notes for pop culture lovers: a celebrity tie-in (Jennie’s global fanbase was obsessed with this collab), visually whimsical presentation (who wouldn’t want a giant unicorn friend?), and extreme exclusivity. Only 300 of these boxes were made for influencers and celebs worldwide, with reportedly just a single box available to ordinary consumers in some markets via special giveaway draws. Naturally, that scarcity and hype sent fans into a frenzy trying to catch a glimpse of the unboxings online.

Influencers in various countries unwrapped their Gentle Monster x Jennie packages on camera – showing off not just the chic eyewear and cute charms inside, but also hugging the plush unicorn and reveling in how lucky they were. Posts from actresses and singers who received the box racked up tons of engagement as followers gushed (and low-key envied). Gentle Monster clearly understood that for the best PR packages, you sometimes have to give people that “I can’t believe they sent this!” moment. By combining Jennie’s star power with an utterly over-the-top gift item, they created a PR box that was pure eye candy and eminently shareable. The collab’s viral marketing paid off – there was an explosion of online chatter and unboxing content, far more than any traditional ad campaign could achieve. This unicorn-laden kit definitely earns a spot among the best PR packages of all time in the fashion/entertainment space – it was imaginative, on-brand, and had the whole internet talking about it (and wishing they were on that PR list!).

Laneige’s Exercise Ball

How do you promote a skincare product that promises “bouncy, firm” skin? If you’re K-beauty brand Laneige, you lean all the way into the theme. In a wonderfully zany move, Laneige sent influencers a full-size exercise yoga ball – yes, the kind you sit on at the gym – as part of the PR package for their new Firming Sleeping Mask. This huge pink exercise ball came delivered in an elegant Tiffany-blue style box wrapped with yards of satin ribbon, with the actual skincare product tucked inside. The result was a hilarious contrast: a tiny jar of face mask making up maybe 5% of a giant gift box, and an “extra” item (the bouncy ball) that completely stole the show. And that was exactly the point. Influencers couldn’t resist filming themselves unboxing this zany package – struggling with the big box, pulling out a gym ball from layers of pretty ribbon, and laughing at the absurdity before finally fishing out the cream. The gimmicky packaging had people posting and reposting the PR present all over TikTok and Instagram.

Sometimes the best PR packages are the ones that don’t take themselves too seriously, and Laneige’s exercise ball mailer is a prime example. It was playful, on-theme (bouncy ball for bouncy skin, get it?), and inherently shareable because it was so unexpected. Viewers found it equal parts ridiculous and brilliant – exactly the reaction a brand hopes for to generate buzz. In a crowded skincare market, this PR stunt gave Laneige a viral moment tied to their product launch, with countless comments like “I’ve never wanted an PR package so much in my life” and “This is next-level extra 😮”. By turning an ordinary unboxing into a mini comedy show, Laneige created one of 2024’s best PR packages – one that had everyone talking about (and remembering) their sleeping mask launch.

Kim Kardashian’s Giant Chocolate Heart

Before TikTok unboxings were even a thing, Kim Kardashian set the bar for extravagant PR stunts with what might still be one of the best PR packages ever. For Valentine’s Day 2018, to promote her KKW Beauty Kimoji Hearts fragrances, Kim sent influencers and celeb friends a PR package that was literally good enough to eat. Each perfume was encased inside a giant chocolate heart – a hollow heart-shaped chocolate shell about the size of a cake – and came with a little branded mallet. The lucky recipients had to smash the chocolate heart open with the hammer to get to the perfume inside. How fun (and delicious) is that? Videos of people cracking open Kim’s chocolate hearts went viral across social media and news sites, as everyone was amazed at the creativity (it’s not every day your PR mailer doubles as a dessert). The presentation was ultra-luxe too: these treats were crafted by a Four Seasons pastry chef and packaged perfectly on theme with Kim’s perfume launch.

This KKW fragrance PR box was successful for so many reasons. It had the celebrity factor (Kim K knows how to make a splash), interactive engagement (who could resist actually breaking the heart open on camera?), and a huge wow factor. It also foreshadowed the “go big or go home” trend in PR packaging that we’re seeing now – back then it prompted industry conversations about excess, but it undeniably got people talking. Many in the beauty world still recall the chocolate heart as an iconic moment in PR history. It’s safe to say that Kim’s smashable candy hearts will forever hold a spot in the hall of fame for best PR packages – proving that sometimes the way to an influencer’s heart is through their sweet tooth (and a really good Instagram story opportunity).

Conclusion to The Best PR Packages of All Time

From mini fridges to unicorns to chocolate hearts, what all these best PR packages have in common is that they delivered more than just products – they delivered moments. Each of these unboxings succeeded because it was memorable, experiential, and tailor-made for sharing. Brands are tapping into our craving for novelty and spectacle: give an influencer something so cool or crazy that they can’t wait to show it off, and you’ve struck PR gold. Personalization, presentation, and the element of surprise are key. Whether it’s the pure luxury of an Hermès surprise, the creative humor of a life-size exercise ball, or the star-powered glam of a celebrity collab, these packages got people talking by offering something beyond the ordinary.

It’s also no coincidence that most of these became viral on TikTok, Instagram, and YouTube – the theater of unboxing is perfect content. Aesthetic packaging and jaw-dropping freebies translate into views, likes, and free advertising for the brand. In a time where attention is the ultimate currency, the best PR packages are those that spark a social media frenzy. Brands across beauty, fashion, and lifestyle are now in an arms race to send out the next unboxing that will make us all stop scrolling and watch. As of 2025, influencer PR unboxings are only getting bigger. (We’ve seen everything from PR packages that are basically free vacations, to rumors of brands gifting $30k Birkin bags to top influencers – yes, really!)

While there’s some debate about wastefulness and over-the-top gifting, there’s no doubt that a clever PR package can create authentic excitement that traditional ads just can’t match. The examples above show how a well-executed PR box can boost brand buzz, foster goodwill (who doesn’t love free goodies?), and even drive sales overnight. They set new benchmarks for creativity and extravagance in marketing. For those of us watching at home, they’re just plain fun to see. So here’s to the brands and creators dreaming up the next crazy unboxing experience. We’ll be eagerly refreshing our feeds to see if it tops these best PR packages of all time – because if it does, you know everyone will be talking about it.