As the founder of MOCO Fragrances and a marketing designer by trade, I’ve been observing a shift in the way brands—especially in beauty and lifestyle—are approaching PR. There’s been a rise in extravagant PR packages filled with luxury items like designer bracelets or tech gadgets, sent to influencers alongside the actual product. At first glance, it seems like a smart way to get attention, but is it?
It’s not just about the product anymore. Brands are using these luxury gifts as a way to sidestep paying influencers their usual rates. Instead of compensating creators for their time and platform, the luxury items become the focus of the unboxing, turning it into an Instagram spectacle. But it does make me wonder—what are we really achieving with these tactics?
@alexisoakleyy Are you kidding me!??? A literal hermes bracelet thank you @tarte cosmetics @Maureen Kelly 😭🤍 #makeup #makeupartist #makeuptutorial #dayinmylife #grwm #unboxing #hermes #hermesbracelet ♬ original sound - alexis oakley
Is It Distracting from the Product?
On the surface, these luxury-filled PR boxes create a lot of buzz. But it’s hard not to wonder if the focus on luxury gifts shifts attention away from the actual product. When the highlight of a post is a designer bracelet or a high-end gadget, what does that say about the product it’s meant to promote? It raises the question: Are we relying too much on spectacle rather than substance?
It’s not just about sending cool stuff; it’s about whether the product itself can stand alone without all the extra fanfare. If brands feel the need to package their products with these extravagant gifts, could it mean the product alone might not be compelling enough to capture attention?
Could This Be Encouraging Inauthentic Reviews?
Another thing that’s interesting to consider is how this might affect influencer behavior. Other creators, seeing these lavish gifts, may be inclined to cozy up to brands in the hopes of getting on their PR lists, which could, in turn, impact the authenticity of their reviews. Are we, perhaps, seeing an environment where influencers feel pressured to post positive reviews not because they love the product, but because they want to score the next high-end PR package?
It’s a curious shift—it seems to take influencers away from being true to their audience and more toward maintaining access to these luxury perks. I can’t help but think it shifts the focus away from honest feedback and toward something more transactional. The influencer marketing landscape seems to be changing—and not necessarily in a way that’s beneficial for authentic, meaningful content.
Gimmicks Over Substance?
It’s not just about luxury gifts either. Some brands are introducing more complex PR stunts to create social media buzz. I’ve seen where PR packages come with locked boxes that can’t be opened until a later date, with influencers waiting for a “code” to be released. On the surface, it’s clever—people keep checking the brand’s social media for updates—but it’s hard not to think about how these tricks distract from what should really matter: the product itself.
While these stunts might generate short-term buzz, the bigger question is: what keeps customers coming back in the long run? Could it be that a reliable, well-made product is still the most powerful marketing tool a brand can have? Gimmicks may grab attention, but can they sustain customer loyalty?
A Materialistic Mindset?
There’s also something uncomfortable about this approach when you dig deeper. These influencers are already successful—they’ve built their audiences, they’re making a good income, and many of them could easily buy these luxury items themselves. Yet, we see influencers acting surprised, saying things like, “Oh my god, I’ve never had anything from this luxury brand before!” when they could easily afford to buy it. It makes me wonder: Is this whole setup creating a materialistic mindset in the influencer space, where luxury gifts are valued more than creativity or honest reviews?
It’s worth considering whether this shift is diluting the creative power of influencers. Could it be creating a “sell-out” effect, where influencers feel more like they’re promoting luxury gifts than genuinely connecting with their audience? It’s an interesting thought, and one that might deserve more attention as this trend continues to grow.
The Bigger Picture: Out of Touch?
Let’s not forget the bigger picture either. We’re living in an economic climate where people are struggling to make ends meet, and yet brands are sending expensive PR packages to already well-off influencers. It feels out of touch when you consider the reality for most people. There’s also a layer of discomfort in thinking about brands that are gifting luxury goods to influencers while paying their employees low wages. Is this really the best use of resources?
There’s something to be said for considering how brands spend their money—and what kind of message this sends to the public. While influencers receive luxury gifts, the employees making the products might not see the same level of investment.
Innovation at Risk?
One of the bigger questions I’ve been reflecting on is how this affects product innovation. If brands are increasingly relying on flashy PR tactics, where’s the incentive to innovate and push the boundaries of what’s possible with their products? Could it be that the energy spent on creating the next viral PR stunt is taking away from efforts to improve the actual product? It’s something worth thinking about.
So Where Do We Go from Here?
I don’t have all the answers, and I’m not claiming to know whether these PR tactics will lead to lasting success. The brands using them are successful for a reason, and I’m sure they have incredible, innovative products behind the buzz. Maybe I’m even missing out on an opportunity by not using stunts like these—who knows, maybe it would drive sales for MOCO Fragrances.
But for me, it’s about more than just chasing trends or creating viral moments. I see myself as an artist first and a business owner second. My focus is on crafting products that speak for themselves, that connect with people on a deeper level without needing a spectacle. It’s a slower path, maybe, but it’s the one that feels right for me.
In the end, every brand has to choose the path that aligns with its values. For MOCO, that’s staying true to the art of fragrance and trusting that authenticity will always matter more than the latest marketing gimmick.