The unboxing trend is making its way to Snapchat.

The unboxing trend is making its way to Snapchat. Videos of people unwrapping packages have pulled in impressive numbers on YouTube, and brands looking to draw in a younger audience are taking their unboxing videos to Snapchat to provide a more “behind-the-scenes” look. Benefit Cosmetics taps into beauty influencers to unbox products and focus on personalization to make the content more “Snapable.” Including customized details on packaging “let[s] influencers fall in love with your packages and keep them going through the layers.” (Digiday)