SOUTH KOREA. Shinsegae Duty Free has introduced a range of works drawn by local artist Kim Mi-Seung using discarded cosmetics to promote public interest in ‘upcycling’ and eco-friendliness.

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

Eco-friendly art: The remarkable Kim Mi-Seung turns waste into art.

According to Shinsegae Duty Free, there has been a recent upsurge in upcycled products, such as shoes made from plastic bottles and bags and wallets made from discarded fire hose.

[Click on the YouTube icon to view the collaboration between Shinsegae Duty Free and Kim Mi-Seung]

The travel retailer said that it had conducted the eco-friendly campaign in partnership with Kim Mi-Seung to heighten public interest in creative reuse and to stimulate discussion about the potential value of upcycled products.

[Click on the YouTube icon to see Kim Mi-Seung at work.]

“Beauty products take a significant share in terms of sales,” a Shinsegae Duty Free spokesman said. “Our Myeong-dong store has the greatest number of K-beauty brands in the domestic duty free market. The campaign is intended to introduce the use of upcycling in the beauty category and to enhance public engagement.”

Ms Kimi draws illustrations using expired cosmetics products in collaboration with various beauty brands.

Her work will be revealed on Shinsegae Duty Free’s official SNS channels, including Instagram and Facebook. The retailer also plans an event where hand mirrors painted by the artist will be given away.