L’Oréal Thailand, in collaboration with McCann Worldgroup, has launched “Beauty Inside Out”, a social impact campaign that transforms expired cosmetic products into tools for art therapy sessions in mental health hospitals.
Foundations, shadows, eyeliners and lipsticks have become creative kits
The initiative, developed with the support of Thai artist Juli Baker, gives a second life to thousands of makeup products such as foundations, shadows, eyeliners and lipsticks, which have become creative kits for patients at Srithanya Hospital, the most important mental health center in the country. In total, 8.7 million Thai baht ($237,000) worth of products that would otherwise have been discarded have been reused.
The project is aligned with the group’s global purpose – “Creating the beauty that moves the world” – and seeks to respond to one of the industry’s great challenges: managing surplus stock of unused products. Thus, instead of becoming waste, these items have been converted into a tangible form of support for emotional well-being.
Artist Juli Baker has illustrated the boxes and coloring pages included in each “Beauty Inside Out” kit. The art therapy sessions, guided by professionals, have served to promote creativity, concentration, decision making and social interaction among patients.
“The use of color and creativity stimulates the brain. This collaboration with L’Oréal has expanded the range of therapeutic activities available to our patients”explains Dr. Pongsatorn Rapeepatchai, Deputy Director of Srithanya Hospital.
According to data from Thailand’s Department of Mental Health, suicide rates remain a national concern, compounded by the stigma that prevents many people from seeking help. The Ministry of Public Health highlights the importance of seeking new, more accessible means of emotional support.
“Beauty Inside Out” demonstrates how collaboration between businesses, non-profit organizations and public institutions can help close this gap through innovative forms of support.adds Dr. Varoth Chotpitayasunondh, spokesperson for the Ministry of Public Health.
For L’Oréal, the action represents a direct commitment to social inclusion from a sustainable approach. “What makes this project unique is its ability to democratize the healing process. By converting expired cosmetics into art therapy resources, we are opening new doors for people to manage anxiety and explore their emotions in a safe and accessible environment”highlights Onanong Pratakphiriya, Director of Corporate Affairs and Social Engagement at L’Oréal Groupe Thailand.
McCann Worldgroup, the creative agency of the campaign, underlines the transformative dimension of the project. “It turns a real industry challenge into a meaningful solution that improves lives. It demonstrates how brands can respond to real human needs without giving up their purpose”says Sukit Kittinuntakul, General Director of the agency in Thailand.
