How Do "Cosmetic Packaging Boxes" and "Social Media" Coexist?If you frequently browse social media platforms like TikTok, Xiaohongshu, or Kuaishou, you’ve probably noticed that “unboxing videos” are incredibly popular—especially in the cosmetics industry. But how can brands make the unboxing experience more meaningful when shared on social media?

Whether it's the customer or viewers watching an unboxing video, the first thing they see isn’t the product itself—it’s the packaging box. This is the moment when their first impression of the brand begins to take shape. A well-designed packaging box seamlessly connects the product to the experience, creating a smooth transition from unboxing to product use. Every emotion in between is part of the unboxing journey.

Take TikTok as an example—when searching for a cosmetic brand, aside from ads, most of the content that appears consists of unboxing videos. These videos often receive hundreds or even thousands of likes and shares, while some well-known beauty influencers garner over 100,000 likes, not to mention the millions of views. For brands, every play is a form of promotion.

If you watch closely, you’ll notice that before introducing the product itself, creators often highlight the packaging box and their immediate reaction upon opening it.

Social media is a double-edged sword. While it provides a powerful marketing opportunity for products, any flaws in the product or its packaging can also be magnified.

When designing packaging, it’s crucial to understand your target audience so you can tailor the cosmetic packaging box to their aesthetic preferences and needs. Beyond appearance, the structure of the packaging should also be more versatile. In addition to an easy-to-open design, repurposable packaging that serves multiple functions after the product is used can further enhance its appeal.

While most customers choose a product based on its reputation and effectiveness, the cosmetic packaging box plays a key role in whether they’ll share it on social media. It also influences whether potential customers, upon seeing the packaging, will be intrigued enough to learn more about the product.