Shinsegae promotes creative reuse of discarded cosmetics

By Andrew Pentol |


Shinsegae Duty Free has introduced art works drawn with discarded cosmetics products.

Shinsegae Duty Free has introduced art works drawn with discarded cosmetics products by artist Kim Mi-Seung to promote public interest in ‘Upcycling’ and eco-friendliness.

The project sees Kim draw illustrations using expired beauty products and constantly introduce the potential reuse of discarded cosmetics in collaboration with various beauty brands.

Upcycling, a compound word consisting of ‘upgrade’ and ‘recycling’, is the process of transforming waste materials or discarded products into new materials or better quality products by adding design or usability.


According to the retailer, the aim of the campaign is to evoke public interest in creative reuse and provide opportunity to think about the potential value of ‘upcycled’ products.

The objective is to encourage customers to consider the potential value of recycled products and to raise awards of ‘upcycling.’

A Shinsegae Duty Free spokesman said: “Beauty products take significant portion in terms of sales. The Myeongdong store in particular has the most number of K-beauty brands in the domestic duty free market.

“The campaign is intended to introduce the upcycling system in beauty areas and to enhance public engagement.”

The illustrations drawn with discarded cosmetics products will be revealed on Shinsegae Duty Free’s official social media channels including Facebook and Instagram. Hand-mirrors featuring Kim’s illustrations will also be given away at a special event.

View the below video to learn more about the collaboration between Shinsegae Duty Free and artist Kim Mi-Seung.







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