Success Story: Curating Curls & Craftsmanship – Benefit and MM Packaging’s Roller Lash Promotional Set
When a beloved cosmetic product like Benefit Cosmetics’ Roller Lash—already a standout in the beauty world—gets a new promotional set, the packaging must live up to its iconic status. That’s why Benefit collaborated with MM Packaging to create a folding carton that blends premium design, tactile excitement, and sustainability into one unforgettable unboxing experience.
A Packaging Partnership Built on Precision and Impact
MM Packaging was selected to produce the folding cartons for this exclusive promotional set—a collaboration that showcases the synergy between high-end packaging innovation and Benefit’s signature flair. Being part of the Roller Lash journey is more than an honor; it confirms MM Packaging’s commitment to top-tier carton board quality and impactful presentation.
Crafted from virgin fibre board, the carton boasts a complex internal structure tailored to house the promotional set securely. The design is both protective and inviting—emphasizing the importance of the unboxing experience, a key factor in today’s cosmetic purchasing behavior.
Design That Speaks Volumes
The packaging is an embodiment of thoughtful detail. Developed in close collaboration with our tool supplier, the carton features interlaced embossing of two facing texts, bringing bold relief to the phrase: “Let’s go curls.”
This tactile feature is enhanced with matte and gloss varnishes, offering rich visual contrast. A special golden embossing adds a luxurious pop—perfectly aligning with Benefit’s vibrant, confident brand personality.
Tailored for Impact
With a sized-to-fit design and a clever top-opening structure, this carton ensures the Roller Lash promotional set is revealed in a way that’s both intuitive and memorable. The result is a packaging experience that excites at first glance and delights upon opening—ideal for in-store impressions and shareable unboxings.
Sustainable and Certified
Behind the bold design lies a foundation of environmental responsibility. All paper used is FSC® certified, supporting responsible forest management. Moreover, MM Group has earned CDP Leadership Ratings in reporting years 2023 and 2024 – a mark of excellence in climate, forest, and water performance.
The Result: A Curl Above the Rest
This promotional packaging project proves that even an established product like Roller Lash can feel new again—when paired with thoughtful, premium packaging. With a shared focus on design, detail, and sustainability, Benefit and MM Packaging have delivered a result that turns heads, wins hearts, and honors the legacy of an iconic beauty staple.
Because great curls deserve great packaging.
