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Transforming old into new

Empty packaging from toiletry items does not necessarily belong in the trash: Beiersdorf France made this clear in early 2014 with its creative contest organized in collaboration with a French design school. Young design students playfully demonstrated how packaging from used NIVEA products could be repurposed and reused by "upcycling" – for example as trash cans, soap dispensers or wind chimes. Their creations were exhibited at a family event in Paris in September 2014, and met with great interest. The many suggestions for "do-it-yourself" projects were particularly popular with visitors.