The era of seeing the same product in hundreds of similar boxes is coming to an end. Brands now prefer to gift not only the product itself, but also the feeling it conveys. The seemingly “unrelated” items placed inside PR boxes are actually highly strategic: they make the product's story tangible, inviting consumers into that world even before they encounter the product itself.

The honey jar and spoon Gisou added to its honey product launch box... Prada's cocktail set... The lapel microphone and glass that completes the nighttime atmosphere sent with Miu Miu's perfume... All of them tell you who the product is before you even hold it in your hands.

In short, brands are now saying: “I'm not just a product; I have a soul too.” And this approach gifts the consumer not just a tangible object, but an emotion, a lifestyle.