McCann Worldgroup & L’Oréal Thailand turn expired cosmetics into art therapy kits
October 14, 2025
What to do with expired cosmetics? McCann Worldgroup APAC and L’Oréal Thailand gave them a new purpose with an idea that combines sustainability and wellbeing. Their Beauty Inside Out project repurposes expired cosmetics as therapy resources for mental health patients. Rather than discarding over 8,700,000 baht worth of unused expired beauty items, the cosmetics have been transformed into art therapy kits.
Each kit contains expired foundation, eye, and lip products that patients can use for painting, drawing and self-expression, making art therapy easier to access for mental health hospital patients in Thailand. Thai artist, Juli Baker and Summer, provided drawings used as colouring pages and designed the kits’ outer packaging. About 400 kits have been distributed to patients at Srithanya Hospital, Thailand’s leading mental health facility. The kits have helped patients boost creativity, encourage social interaction, build teamwork and improve concentration and decision making.
