If you've ever visited the mail room of a national media company in late December, you'll know that nothing in the world more closely resembles Santa's grotto on Christmas Eve. There's billowing bags of bubble-wrapped stocking fillers, bulging booze hampers, balloons, ribbons, and glitter galore – all there as an end of year token of appreciation or (more likely) to catch the eye of a journalist sitting upstairs.
It's a universal PR strategy that has been practised for years; send in a product with the aim of receiving editorial endorsement in return. And as the competition has become more fierce, the packages have grown more frequent and often more elaborate.
Over the past few years the response from journalists to such send-ins has gone from appreciation to ambivalence and this is predominantly down to one thing: excessive packaging and the long-term effect on the environment. Think plastic wrapping, oversized cardboard boxes, bubble-wrap and styrofoam, all of which is considered a serious sustainability concern.
Cosmopolitan US beauty director Carly Cardellino, former ELLE.com beauty editor Julie Schott and a ream of influencers have previously taken to social media to criticise brands for sending in product samples in disproportionate, unsustainable packaging. Across the ditch, Mamamia executive editor Leigh Campbell took to Instagram to call for a change in the way beauty products are presented when sent to media.
Following the global conversation, we spoke to key media in the NZ beauty industry to find out their thoughts on how the time-honoured tradition of media deliveries could be updated to better consider the environment.
Ethical over elaborate
Brands and PRs could never be criticised for lack of creativity when it comes to helping products stand out – but is bigger always better?
According to media, it's often the more theatrical packages that cause an attack of the conscience:
“Custom boxes with tablets embedded in packages are becoming increasingly popular and I can’t for the life of me understand why! At a time when sustainability is at forefront of everything it seems like a huge step back”
“Fancy digital press kits with screens blow my mind – and not in a good way. I’m never sure what to do with it after watching the video? I recently received a package with a charger so I assume the intention is that I will keep it and re-watch the campaign video/advertisement? Hmmm…I’ll pass!”
“If there’s a tablet in a delivery it should come with instructions on how to dispose of it sustainably at least. I don’t have a clue how to dispose of it correctly!”
"If a brand wants to make an impact (which I absolutely understand), something useful or reusable is always appreciated.”
“I find it alarming how many brands claim to be sustainable, natural and/or mindful of the environment but then send such unethical PR kits”
“The money spent printing an event invite or press release onto perspex would be better spent on something useful – no one is going to keep this. It will go straight in the bin and most likely the wrong one!”
Disposal directives
“If a package has polystyrene, bubble wrap or inflatable plastic buffers, directions on how to dispose of it would be appreciated.”
Information is key
After speaking with various media, it seems there is growing frustration with over-the-top packages that don’t include the necessary info.
“I have a full-time job alongside blogging so it’s more helpful to me that all the information I need is there rather than an impressive package.”
“I can receive a dozen parcels a day, so it’s very helpful when the package also includes all the vital information at a glance, preferably on a press release that can be kept on hand.”
“So many packages have all the bells and whistles but no substance. At the very least, the package should include the on counter date, price, description and contact details of the PR.”
Balloons are a no-go
“Giant balloons filled with glitter confetti are not only unsustainable but extremely annoying.”
