I just saw this and thought of an interesting research question. Exactly the same bottle side by side although one is gift wrapped. Which one is preferred by the shopper?
It could be tested using two similar sites and the same label. Compare sales.
If it was an academic project there would be more front end on buyer's motivation etc - but all up, an interesting project for an honours student in marketing.
Nobody asks me to supervise these things these days so the universities (and their students) miss out but from time to time these research ideas cross my mind.