The Parcel is an elegantly presented box of deluxe samples and full sized beauty products hand-picked by editors and delivered to the consumer’s door. All three of the marie claire Parcels so far have sold out. The process is designed to give the consumer ‘beautiful experiences’ of brand, content and products. In turn, this builds user generated content, fuels cross-platform exposure and works to drive insights, advocacy and WOM.
The Parcel concept has been extended to other titles including Girlfriend, which sold out of its second Parcel and delivered fantastic brand alignment with Home and Away across broadcast and social channels. The concept is also resonating with other brands, with Hoyts partnering with Who on the Girls’ Night Out Parcel which will be offered several times a year to coincide with major movie premieres. Two other Parcels will hit the market in August – one with marie claire man and an Ageless Beauty themed Parcel which will be brought to life through InStyle, New Idea and Prevention.