Scoring an impressive 9 out of 10 on UnDigital’s Unboxing Guidelines, Tatcha is setting the gold standard for the unboxing experience. Their packaging is a testament to how a brand can take an often overlooked medium and convert it into a high ROI touchpoint. From vibrant colors to quality materials to dynamic personalization, it’s clear that Tatcha’s team really understands Unboxing Marketing.
Tatcha's package was reviewed against UnDigital's 10-point Unboxing Experience Guidelines for Brands. This unweighted system is based on research carried out across millions of DTC packages. You can learn more about it here >>
Now let's dive into each of the 10 points and see what we can learn from this beauty brand's approach.
Tatcha delivered a full-color marketing insert first-name personalization at the top in bold letters. Personalized marketing collateral makes the customer feel special while delivering relevant and useful content. Adding your customer’s name somewhere highly visible on your marketing material ensures you will draw their attention where you need it.
99% of marketers agree that personalization has the capacity to generate phenomenal results in their campaigns, but less than 1% of marketers are applying personalization to their unboxing experiences. Everyone understands the value of personalization, but very few have prioritized it in this touchpoint. This type of oversight in the market isn’t going to last forever, and it’s easy to implement.
You will never have a better opportunity than right now to differentiate your brand through the unboxing experience.
Tatcha provided some of the best product information you could ask for in their unboxing experience. Not only was it personalized, but it featured background on the inspiration of the product, ingredients, information about how it was crafted, and application instructions. This is a terrific example of how to decrease time to value and increase consumer trust.
Tatcha essentially tailored this unboxing marketing campaign to my order. They worked my name into the collateral and delivered an order-specific insert with a significant amount of brand story and product information.
This is significantly more sophisticated than what we see from many brands and goes a long way toward building customer affinity. The unboxing touchpoint is an opportunity to build an impression in your customer’s minds about your brand. If you want to increase brand perception and LTV, you want to mold your brand to their preferences to the best of your ability. Even if the only data point you have is their order history, you already know what they like, and it’s your job to deliver relevant offers that get them excited about your brand.
Tatcha has a simple (but explicit) Call To Action in their unboxing experience in a section at the bottom of their flyer. Let’s break the supporting information down piece by piece leading into their CTA.
Every unboxing experience should have an explicit CTA in it. I guarantee you will lose money every day you neglect this.
Tatcha does a great job incorporating their brand’s story into the unboxing experience. Here are two statements great statements that help consumers align themselves with Tatcha’s brand story.
Statement 1
“Every formula is crafted at the Tatcha Institute in Tokyo, where leading scientists innovate within tradition. Balancing timeless Japanese botanicals with proven clinical ingredients…”
Statement 2
“Did you know that by caring for your skin with Tatcha…you’re also helping students around the world.”
I love these examples because they are short, sweet, and impactful. With two sentences of copy, Tatcha positions themselves as a credible brand with an important mission.
Tatcha's branding is unmistakable in the interior of this package. The design of the product and marketing material, color scheme, and foil logos all scream premium quality and attention to detail.
Tatcha’s product arrived intact, and the materials included with the product were meticulously organized. There were no visible scuffs or marks of any kind. It was a pristine unboxing experience.
Tatcha's products are presented beautifully, making efficient use of space. There’s an appropriate amount of their purple filler, and the product was packed snugly alongside samples, a handwritten note, and a marketing insert. The only way this unboxing experience could have been enhanced would have been through molded packaging of some sort.
While Tatcha excels in many areas, there's room for improvement when it comes to facilitating returns in their Unboxing Marketing strategy. Their site features a 90-day return policy for US customers and even a tool to generate a free UPS return label.
Including a link to that return policy or even labels would have been a more customer-centric approach, and we would highly recommend it.
Tatcha’s unboxing experience is one that the vast majority of consumers would be delighted by. The combination of personal touches, beautiful design, and high-quality products will undoubtedly ensure every package is doing its part to increase their reorder rate.
This unboxing experience is a masterclass in Unboxing Marketing. They've managed to create an experience that's not only well-branded but also deeply personalized. Other marketers should take note: this is how you create a memorable first impression and hold your customer’s attention.
At UnDigital, we strive to reimagine and revamp unboxing experiences, making them more engaging, informative, and relevant. Brands like Tatcha can seize these missed opportunities by introducing in-package personalization and thoughtful presentation to their unboxing marketing strategy. Be sure to check out our unboxing guidelines here if you want to learn how to drive revenue through unboxing marketing.
