Foster + Svensson designed Apothecary suncare year-round campaign

Enjoying the sun is pleasant and always brings positive energy. The sun is an important source of vitamin D production, which is why the skin (among other health benefits) acquires a beautiful copper colour. The skin absorbs sunlight and to remain nourished it needs to be protected with sun protection products with an appropriate SPF that corresponds to the skin type. 

With the arrival of warmer days, we are exposed to the sun more. In moderate amounts, sunbathing and exposure to the sun has positive effects, but excessive exposure to the sun’s UV rays damages the skin, eyes, and immune system. During spring and summer, people should be exposed to the sun’s rays with special caution and avoid the period of the strongest sun. On mountains, natural protection decreases by -7% for every 1,000m (3,280ft) of elevation. Snow can perfectly reflect UV rays, so the level of received radiation increases by as much as +100%. Water and rocks, on the other hand, reflect +50% of UV radiation. For this reason, we need to protect ourselves from harmful UVA/UVB rays with skin photoprotection products, such as creams, lotions, milks, fluids, and oils. Apothecary has prepared several guidelines for responsible behaviour in the sun in the form of recommendations for adequate protection. 

In the period from June to September 2023, Apothecary conducted market research that included an overview of the offer of sun protection products in online pharmacies, drugstores, and perfumeries, where the number and the product range itself is significantly less compared what Apothecary offers. The Apothecary offer included over 370 different sun protection products, including body milks and lotions, fluids, serums, daily SPF creams, self-tanning products, as well as aftersun products. Apothecary offers a selected range of luxury and dermatology products from brands such as Lancaster, Shiseido, Dior, La Mer, Clinique, Clarins, Estée Lauder, Sisley, Collistar, Biotherm, La Roche-Posay, Vichy, Ambre Solaire, Eau Thermale Avène, Nivea Sun, Eucerin, Chicco, presenting the largest range of sun protection products in Serbia. 

Foster + Svensson creates digital and e-commerce suncare year-round campaign for Apothecary

Photo: Apothecary hompeage with suncare campaign designed by Foster + Svensson.

Regulations as important input

Summer is especially important for skin protection from the sun’s harmful rays, and that’s why Apothecary created a digital campaign that not only invites people to explore available suncare products, but also aim to educate about the dangers of overexposure to the sun, and how to protect. This campaign was planned for the summer of 2023, but due to recorded number of website unique visitors, page duration and increase in suncare product purchase, it was extended to winter 2023 and to last throughout the year. This decision was made not only based on the parameters obtained through the analytics of website visits and the number of sold products, but also on research and recommendations on suncare protection issued by the World Health Organization, Ministry of Health of the Republic of Serbia, Serbian Institute of public health, CDC (Centre for Disease Control and Prevention), FDA US Food & Drug Administration, EUR-Lex European Parliament and Council. 

Products for protection against harmful UVA and UVB rays should be applied to the skin half an hour before exposure to the sun, and the procedure should be repeated every two hours if there is exposure to the sun’s rays. In this way, skin damage is reduced. It is best to allow the skin to absorb protective products on its own without additional heavy rubbing. Excessive sun exposure is dangerous and poses a serious health risk. It is recommended not to stay in the sun for too long, even if tanning products are used. Sun protection products do not provide 100% protection. To maintain an optimal level of protection, it is necessary to apply enough sun protection products to the dry face and body more often and more abundantly, especially after swimming, staying in water, training, sweating, showering, or wiping with a towel. People with less hair should apply sunscreen products on top of their heads or wear a hat. It is necessary to allow the skin to fully absorb the product, but also to avoid direct contact with fabrics and hard surfaces to prevent their possible discoloration. Reducing the amount of product applied to the skin will significantly reduce the level of protection. In the evening, it is necessary to apply aftersun products to hydrate, soothe and nourish the skin of the face and body. We should never forget that it is necessary to protect ourselves from the sun by wearing hats, caps, sunglasses, as well as light, loose clothing of lighter colours made of natural materials such as cotton, linen, and silk. At the same time, it is recommended to stay in the shade during strong sunlight when staying outdoors, as well as to avoid exposure to direct sunlight. It is necessary to hydrate the body regularly, as well as to have light meals. In high temperatures, it is extremely important to drink enough fluids such as water. 

Avoiding peak sun hours between 10:00 and 17:00 is also important. This is the time when sun exposes highest UVA/UVB harmful rays. Special attention should be paid to the fact that the peak period of the sun may differ depending on the continent and geographical location where one is staying. It is also recommended to regularly check the status of the UV index at the site. When the level of the UV index is high, it is necessary to stay in the shade. It is also pointed out that shade structures such as trees, palm trees, canopies and umbrellas are not safe, neither provides full protection from the sun, considering that harmful UVA/UVB rays can pass through them and reach the skin. Special caution is recommended around water, sand, and snow. These surfaces reflect the sun’s harmful rays, which can increase the chance of getting a sunburn, as well as damage to the skin itself. Suncare products should always be hidden within the shade at lower temperature, while avoiding their exposure to direct sunlight, especially products packed in aluminium bottles. 

Children’s skin is much more susceptible to the negative effects of UV rays than the skin of adults and requires special protection from the sun. Babies under 12 months of age should never be exposed to the sun. Sun exposure of children up to the age of three must be minimal, with mandatory protection with products for children with a high protection factor. During the peak sun hours, it is necessary to shelter children and put them in hats and caps with a brim large enough to protect their heads from the sun rays. Protecting babies and children delicate skin is mandatory at any time of the day, especially when playing outside. 

Climate changes

On the other side, we are not protected from the sun during winter. Hydration of the skin and lips is always important, especially during sun clear visibility and wind, while enjoying skiing, snow, and cold air. Due to external influences, the skin quickly loses its moisture and elasticity, which causes dryness and the formation of wrinkles. Going skiing is perhaps one of the most beautiful winter events. Regardless of whether a person is an experienced skier or just taking his first “steps” on the ski slopes, it is important to keep in mind that altitude, sun, cold air and wind affect the skin of the face, body, lips, and hair, as well as they need to be protected. Waking up in the mountains can be a breath of fresh air, but for unprepared travellers, the cold, mountain breeze rolling off the slopes can lead to more than just an altitude sickness headache. 

When skiing, it is important that the skin is hydrated, because the temperatures are below zero, and when skiing, the wind can dry out the skin and cause it to crack. That’s why moisturizing lotions, creams and lip balms are important, because they apply a thin layer of protection to the skin. It is also recommended not to stay in the strong sun for too long, even if using suncare products. The white colour of the snow additionally reflects and intensifies the sun light. The climate in the mountains is extremely dry no matter how much it snows or rains, there is less oxygen even though the air is cleaner, while the sun is much stronger and more powerful. These conditions can cause a noticeable difference in the skin within just a few hours, and certainly after a few days of arriving in the mountains at high altitude. UV radiation is significantly higher at high altitudes. At some ski resorts, UV radiation levels are as much as +60% higher compared to sea level, and for every 1,000 meters above sea level, exposure increases by about 4-10%. Then, sunburn is the most common skin problem. 

As a prevention before skiing, it is recommended to apply a sun protection product with SPF30+ or above to the skin, at least 15 minutes before going outside, but also to apply the product every two hours. Physical blockers (with ingredients such as titanium dioxide) are less likely to cause skin irritation than chemical blockers. Also, low temperatures combined with low humidity can dry out and burn the skin leading to windburn, redness, irritation, dryness, burning sensation and peeling of the skin. For this very reason, as a precaution before skiing, in addition to using sun protection products, it is recommended to cover exposed skin, especially on the slopes, with gloves, a scarf, a face mask or a hat. For areas that cannot be covered, the suggestion is to use a rich moisturizing cream that acts as a protective skin barrier and helps protect against the wind. 

Many who travel to high altitude mountains have probably experienced some form of what is known as “altitude sickness”. Skin can react to lower oxygen levels by looking dull and lifeless. Drinking more water than usual can help a lot, but it’s also important to use products to care for the sensitive area around the eyes. It is also recommended to use even double the usual dose, because the skin around the eyes is the thinnest and shows the most signs of aging. Facial treatments with oxygen-containing products are an excellent way to combat oxygen deficiency and restore a vibrant look to the skin, as such products provide intense hydration and pure oxygen. Through such treatments, beauticians also exfoliate the skin, eliminating ashy dryness. People who still like to take care of their skin on their own can do so with the help of microdermabrasion creams, after which moisturizing creams are applied. 

Foster + Svensson creates digital and e-commerce suncare year-round campaign for Apothecary

Photo: Apothecary suncare campaign designed by Foster + Svensson.

Suncare campaign

Although seemingly harmless situations and moments when we are happy and go to the sea and ski, they can ruin our vacation by getting burns or affecting skin damage. It is for this reason that Apothecary educates customers through its research-based campaign on the seriousness of harm caused by excessive exposure to the sun’s rays. Exactly these guidelines and recommendations are written on the pages of each sun protection product, and at the same time when purchasing any product from the Suncare category, customers are automatically provided with informative printed material during packaging with a warning and guidelines on how to protect themselves from the sun’s rays. The printed material is automatically delivered with the purchased product in the form of a special envelope, which demonstrates how Apothecary cared about its customers, from point of product browsing, exploration, informing about the topic, to the moment of purchase, product delivery and inserting educational material within delivered package. It is not only that sales matters, but also healthy customers, which can rely on Apothecary which draws attention to an extremely serious topic, which also affects the length life itself. Within the framework of EU regulations, there is an obligation to publish information about the harmfulness of UVA/UVB rays and exposure to sunlight itself, however, Apothecary expanded this topic by sharing information with customers in the form of an article that is consisted of interesting and meaningful facts to read. 

During the summer and winter of 2023, Apothecary presented the largest selection of sun protection products in the form of creams, lotions, milk, fluids, oils, as well as aftersun products, including burn relief, tinted creams, powders, and SPF creams that are intended for regular use in the city, in the countryside, in the mountains, at sea. Even with over 370 products from variety of brands, Apothecary aim to offer the most adequate solution for protecting the skin from harmful sun rays. And not only during the summer, but also during the winter, and now, throughout the year, because climate change has led to need to protect ourselves from the sun, and thus ensure a longer and better quality of life. 

During the campaign, which is now extended to the whole year, because summer and winter are everywhere in the world, we also presented some of the revolutionary and innovative products on the market, such as shower gels that are used without the use of water (dry-showering), which conserves water, but also products for washing hair and removing sun creams from the body using seawater or the ocean, which do not harm the marine world, corals, nor leave behind microplastics, impurities and chemicals. At the same time, we also highlighted products and brands with its ecological packaging with the use of less plastic, which raises people’s awareness of protecting our planet with ecologically and renewable products and their packaging. It was this campaign that raised people’s awareness, ensured an increase in product sales, but at the same time had an impact on increased website traffic, as well as the sale of other products, because now customers know that Apothecary is a place that offers proven and premium products that are safe for both, as well as for the entire environment. 


Foster + Svensson is an award-winning European branding, communications, and advertising agency with heritage back in 1860 and incorporated in 2013 in Serbia, who put forward well-considered contemporary design, digital and innovation. Operating worldwide as part of Fosterova grupa, Foster + Svensson is positioned as professional services company, providing broad range of services and solutions in area of marketing. Having bold experience and specialized skills in more than 20 industries, agency provides services to all company sizes. People at Foster + Svensson design brands, use digital technology, data, and strategy to create contemporary visual identities, services, and experiences to help corporate clients improve their performance and manage sustainable business value for stakeholders. Foster + Svensson design and drive innovation to improve the way world works and lives. Agency approach is to be precise, punctual, and reliable to its clients, where it ran more than 2000 projects while working for major companies to be found in Fortune Global 500 and top-tier companies, such as HVB Bank, UniCredit Bank, Telenor Group, Ericsson, Apple, Vodafone Group, A1 Telekom Austria Group, RTS, Samsung, Cheil, Huawei, Hisense, Ahold Delhaize, Procter & Gamble, Richter Gedeon, AstraZeneca, Banca Intesa, Raiffeisen Bank, Mastercard, Inditex, Zara, Renault Group. Work culture and ethics includes business excellence and delivery of outperforming results. 



Foster + Svensson in one of the founders of MAI Marina Abramović Institute.