BeautyCycle for John Lewis

John Lewis & Partners developed the BeautyCycle scheme to help reduce the impact complex beauty product plastic waste has on the environment. The scheme allows MyJohnLewis card holders to return beauty waste to their stores, where it is processed and turned into new products that have a positive impact on local communities. The first year saw John Lewis turn that waste material into adventure playgrounds that were then donated to local communities. After being briefed about the scheme, I suggested we focused on a singular person in that process, giving the film an informed, authoritative voice and allowing us to understand the full impact of the scheme, from our environment to our community.