BANGKOK, THAILAND – In a bold move to champion sustainability and mental well-being, L’Oréal Groupe in Thailand and McCann Worldgroup Thailand has launched “Beauty Inside Out”, a social impact initiative that transforms expired cosmetic products into tools for art therapy.
Instead of being discarded, thousands of expired beauty products were repurposed into art therapy kits designed in collaboration with acclaimed Thai artist Juli Baker and Summer, who provided her drawings as colouring pages and designed the outer packaging of the “Beauty Inside Out” boxes. Filled with a selection of expired makeup products—including foundation, eye, and lip products—patients could use them for painting, drawing, and self-expression, making art therapy more accessible to patients from mental health hospitals in Thailand.
Over 8,700,000 baht worth of unused expired beauty products were saved through this initiative.
Rooted in L’Oréal Groupe’s purpose to “create the beauty that moves the world”, this initiative addresses a pertinent challenge related to the management of surplus stock of unused products that would otherwise be wasted. Through “Beauty Inside Out”, L’Oréal Groupe in Thailand sought to redirect those obsolete products into a meaningful form of support for mental well-being.
“Beauty Inside Out” in Action at Srithanya Hospital
Four hundred of these art therapy kits were distributed to patients at Srithanya Hospital, Thailand’s leading mental health facility, where they are being used in facilitated art therapy sessions. These sessions have helped patients spur creativity, foster social interaction, work together as a group, and enhance concentration and decision-making.
“The use of colour and creativity stimulates the brain. This collaboration with L’Oréal has expanded the scope of therapeutic activities available to our patients,” said Dr. Pongsatorn Rapeepatchai, Deputy Director of Srithanya Hospital.
“According to Thailand’s Department of Mental Health, suicide rates remain a pressing issue, with many individuals still reluctant to seek help due to stigma. ‘Beauty Inside Out’ demonstrates how collaboration between corporates, non-profits, and public institutions can help bridge this gap by introducing innovative forms of support,” said Dr. Varoth Chotpitayasunondh, Public Health Ministry of Thailand Spokesperson.
“What truly sets this project apart is its potential to democratize healing. By cleverly converting expired cosmetics into vibrant art therapy resources, we are opening doors for people with mental health issues to explore their inner feelings, manage their anxiety, and embark on a journey of emotional well-being, thereby fostering an inclusive community. It’s an inspiring fusion of sustainability, creativity, and profound social impact that we are immensely proud to support,” said Onanong Pratakphiriya, Corporate Affairs and Engagement Director of L’Oréal Groupe in Thailand.
“‘Beauty Inside Out’ is a testament to McCann Worldgroup’s creative philosophy of ‘Truth Well Told’. This initiative takes a real industry challenge of surplus products and transforms it into a meaningful solution that uplifts lives. By turning what was once considered waste into tools of healing and self-expression, this initiative demonstrates how brands can address real human needs while staying true to their purpose. We are honoured to have partnered with L’Oréal Groupe in Thailand on a project that not only reflects the brand’s commitment to sustainability and inclusion but also shows how creativity can move the world in a profound way,” said Sukit Kittinuntakul, General Manager of McCann Worldgroup Thailand.
Credits
Client
Corporate Affairs and Engagement Director: Onanong Pratakphiriya
Corporate Responsibility and Engagement Manager: Sitanun Sittikit
Corporate Affairs & Engagement Manager: Samila Wenin
Corporate Affairs and Engagement: Paritt Kasayapanunth
Agency
General Manager: Sukit Kittinuntakul
Regional Creative Director: Romain Lorilloux
Art Director: Supichaya Chalodom
Group Creative Director: Sirirut Suksamakkee
Creative Group Head: Thanyaporn Sutthinun
Senior Copywriter: Phakkayamon Kornkedmahachai
Group Business Director: Narisra Akrapitak
Account Director: Praewlampao Sukpanichnant
Strategy Director, Southeast Asia: Xea Kho
Social Planner: Bundita Kawinvasin
Producer: Kanchana Kempech
Production House
Director of Photography: Jakkapan Romyen
Still Photographer: Weerapan Somyos
