How Aether And Moss Revived Luxury Through Structural Packaging?

Like many fragrance brand owners, Aether and Moss faced a significant drop in year-over-year sales. They were independent owners of a clean-luxury fragrance house. No doubt, they used to sell highly praised perfumes among a loyal digital community. Still, the brand struggled to break into premier brick-and-mortar retail spaces. 

Why Was It Happening?

Aether & Moss launched its $90 signature perfume in sleek glass bottles wrapped in standard 300gsm folding paperboard cartons. While the liquid inside was exceptional, the lightweight paperboard box failed to reflect premium quality on crowded retail shelves. 

As a result, customers usually commented that packaging felt “flimsy” for a near-$100 purchase. They felt the perfume packaging didn’t feel substantial enough for their luxuryfragrance counters. 

Even some customers complained they found bottles in dented carton corners, causing negative unboxing reviews on TikTok and Instagram.

How We Turned the Table

The moment Aether & Moss reached out to our packaging specialist, Jannet Samson, we addressed the root cause. Our mantra was to make customers feel like a ritual during an unboxing experience. For this, Jannet recommended that brand owners switch from paperboard to rigid boxes made from a durable 1200gsm gray board core. 

Designed with a neck-and-shoulder style, the box lid was designed to slide off smoothly over exactly 4 to 5 seconds when lifted. Its purpose is to build micro-anticipation among buyers while unboxing. 

Instead of smooth paper, our team wrapped the rigid box in a linen-textured matte paper, debossed with metallic gold foil typography. Not only that, we went one step ahead. Nestled perfume bottle into a custom-molded, sugarcane-pulp insert wrapped in black velvet. Doing so ensured the bottle sat perfectly upright and secure.

The Impact Went Beyond Imagination

Our thoughtfully crafted custom packaging boxes turned perfume bottles into a collectible keepsake rather than disposable trash. User-generated (UGC) mentions grew by 310%. Customers routinely filmed their unboxing experiences, providing the respective brand with millions of organic, free impressions.

Inspired by premium aesthetics, Aether and Mosssecured shelf space in 45 luxury boutique storefronts across the USA. Yes, you read it right. But the crux came when holiday sales skyrocketed by 80% year-over-year as buyers purchased perfumes for self-gifting and luxury gifting segments. 

Key Takeaway for You?

If you are a luxury brand, don’t treat packaging as an outer container. Make your packaging an extension of your product itself, like Aether and Moss did. Cover the gap between premium product and premium perception via packaging. 

In case you’re feeling overwhelmed, OXO Packaging experts like Jannet are ready to hold your hand. Contact us and order packaging that proves consumers are eager to pay for your products when the physical unboxing experience matches the luxury vibe of the product within.