When paper becomes a forest

Japanese cosmetics brand Shiseido repackages packaging as an art installation

Beauty brands are as much about aesthetics as efficacy, which is why the packaging of creams, lotions and cosmetics is an important part of the consumer experience. But when the packaging is created, the process of cutting out templates means that acres of cardstock are left over. Shiseido and its agency Dentsu decided to put at least some of the remaindered card to good use by turning it into paper trees, mobiles or wall hangings and holding an art exhibition. The message: potential waste can be turned into something beautiful.