Aveda sustainable PR boxes

Tag was approached by our client, Estee Lauder Companies, to design a discovery box to introduce Aveda to key press, celebrities and KOLs in China. Our task was to help build brand awareness of the Aveda brand in preparation for the launch of Aveda on ecommerce giant, Tmall Global.

Through our discovery box we wanted to demonstrate Aveda’s ongoing commitment to sustainability while conveying a sense of wellness and the luxurious feel that the brand is known for.

We were also working with quick turnaround times and needed to get the product to market quickly, without cutting any corners or compromising on quality.

Planning & Execution

To meet this brief, we designed a PR box created entirely from recycled materials. All printed materials in the box and its packaging were made from 100% FSC post-consumer recycled paper.

Working to a quick turnaround time, we ensured detailed planning on timelines to guarantee seamless delivery, while using our established supplier relationships to negotiate cost savings.

To further reinforce Aveda’s sustainability mission, we also incorporated fresh plants and designed the mailer in a way that could be re-used by recipients as a drawer or storage box in their home.

Effectiveness / Results

This campaign garnered results above and beyond expectations. Tag surpassed media targets, generating significant impressions, engagement and media value. The mailer was well-received by top editors of major Chinese titles, celebrities and KOLs. While some were already loyal fans of Aveda, others were impressed by the mailer which prompted them to trial the brand.

The campaign opened channels of communication between Aveda and top-tier KOLs for further opportunities for collaboration.

Feedback from KOLs and media included:

  • This was my first time receiving a gift box that incorporates a plant! Wonderful design.

  • I am impressed by Aveda’s mission to be a vegan and clean beauty brand.

  • I can tell [Aveda] have put thought into caring for the environment as I can turn this box into a drawer for my accessories or stationery.

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