Description
Seven out of ten girls aged 10–18 say they wish they looked like a filtered version of themselves. At the same time, advanced skincare routines are becoming more common among teens and children. In response, Swedish pharmacy Apotek Hjärtat launches The New 7-Step Routine — an integrated campaign that shifts focus beyond products.
Only three steps in The New 7-Step Routine focus on skincare: cleansing, moisturising and sun protection, usually all young skin needs. The remaining four steps replace serums and toners with reflection exercises designed to strengthen self-esteem.
Across outdoor, digital and film, the brand borrows the polished language of beauty advertising but twists it to reveal what skincare can’t fix. The film begins like a classic skincare commercial before gradually revealing a more unsettling reality.
The initiative aims to redirect young people’s focus to what truly matters and to spark a wider conversation about how beauty ideals shape their wellbeing.
This professional campaign titled 'The New 7-Step Routine' was published in Sweden in February, 2026. It was created for the brand: Apotek Hjärtat, by ad agency: Wenderfalck. This Film, Integrated, and OOH Outdoor media campaign is related to the Beauty, Health, and Pharmaceutical industries and contains 10 media assets. It was submitted about 4 hours ago.
Credits
Client: Sophia Lavasani, Project Manager, Apotek Hjärtat
Client: Isabella Rönnmark, PR Director, Aportek Hjärtat
Agency: Wenderfalck, Stockholm, Swenden
Art Director: Rikard Linder
Copywriter: Vera Perlmann
Client Director: Shirin Troëng
Senior Advisor: Fredrik Jerresand
PR Advisor: Ida Aho
PR Consultant: Sara Khosravi
Agency Producer: Fredrik Emanuel Persson (Maison FMP)
Producer: Nils Nyebølle
Production Company Film: B-REEL FILMS
Director: Nicolina Knapp, B-REEL FILMS
Executive Producer: Martin Ronström, B-REEL FILMS
Producer: Ida Larsson, B-REEL FILMS
Produciton Company Stills: WEI
Photographer: Maja Johansson, WEI
Producer: Bia Fromell, WEI
