Procter & Gamble

Responsible Beauty

Agency: Sweetshop Shanghai


Procter & Gamble has launched an environmentally friendly public welfare program named Responsible Beauty, comprising a visual storytelling campaign created and produced by global production company Sweetshop.

This fashion-themed film chronicles a journey of “lost and found”. It follows a dancer and several models in a P&G factory, wearing accessories made from recycled plastic. As the shots change, the actors dance to the beat. The close-ups, motion, and collision of colors create an almost magical symphony of dance, music, color, and artistic direction.

The accessories worn by the dancers and models are manufactured from discarded plastic bottles recycled by residents of the village of Fuliang. In the P&G factory, the waste plastics were shredded and sorted. The P&G team worked together with the workers, who were usually accustomed to assembly line operations. Using more than 3,000 knives of manual cutting and over 10,000 hours of ingenuity, they achieved the transformation of waste plastic into works of art.

This professional campaign titled 'Responsible Beauty' was published in China in July, 2022. It was created for the brand: Procter & Gamble, by ad agency: Sweetshop Shanghai. This Film and Integrated media campaign is related to the Fashion and Household Products industries and contains 1 media asset. It was submitted over 1 year ago.


Client: Procter & Gamble Haircare Responsible Beauty
Executive Creative Director: Duanmu Kris
Executive Producer: Zhenzhen He
Director: Duanmu Kris
Creative Team: Duanmu Kris, Jiahui Chen, Ritong Chen, Yimei Sun, Mengdie Xu, Ying
Jiang, Yiyi Zeng, Yining Xue, Qitong Lin

Recycled Plastic Jewelry “Artists”: Beiya, Duanmu Kris, Jiahui Chen
The Master Workers of Shenzhen Beauty Star Co., Ltd
Carving: Youxiang Zhang
Mill Pressing: Meng Lan
Wire Drawing: Haitao Xu
Crushing: Yanxing Xu
Plastic Recycling and Regeneration: Shenzhen Beauty Star Co., Ltd

Sweden for UNHCR
Baheya Foundation


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