Tiffany owns a color

Tiffany owns a color, just the color and it's worth more than what's actually inside the box. And brands that understand this are generally the most organic sales. Without spending a dollar in ads. Take a road for example, their packaging is clean, almost clinical. The lip treatment looks like it was designed by a really expensive doctor. But that restraint is a choice. It signals simplicity and it photographs well every single time. Then take glossier. They've built their entire first decade only on the millennial pink. They had pink mailer that people photographed as soon as they received it through the post. The The package that they received was the unboxing that they did for the brand without being paid a dime. Then look at Valentino. Valentino Beauty launched a shade of pink so specific that the packaging actually became the campaign. You see on the shelves, you know exactly what it is, but actually having to read a word on the package. What these brands understood is that consumers are now a distribution channel. When someone receives your package and they photograph it, they get an earn media which used to cost thousands or millions to actually pay for. When someone photographs your packaging and they post it, they doing the work that used to cost millions in ads spend. But they'll only do it if the product is worth photographing. An investment in packaging is an investment in earned media. The most elegant brands have always known this. The ones that are catching up are learning this now and the results are almost immediate.