In a move to promote sun safety, Swedish pharmacy chain Apotek Hjärtat equipped a rooftop bar in Stockholm with sunscreen on tap.
According to a survey completed by Apotek Hjärtat, "Only 7 percent of the respondents use sunscreen when sitting in an outdoor dining space." To remedy this and encourage young Swedes to be mindful of their exposure to the sun, the Swedish pharmacy brand has outfitted a popular rooftop bar with Apotek Hjärtat's own brand, Apolosophy's SPF 20. Guests at the Barrio rooftop bar will be able to sample the sunblock in small glasses or bottles for free.
By putting sunscreen on tap, Apotek Hjärtat is making sun protection available in a Millennial social setting and normalizing its use in a novel way that connects with its targeted group.
What's Driving This Trend
- Sun Safety Awareness
- Apotek Hjärtat's initiative to provide sunscreen on tap highlights the growing trend of promoting sun safety among Millennials.
- Novel Application of Sunscreen
- Apotek Hjärtat's sunscreen on tap concept demonstrates an innovative approach to integrating sunblock into social settings and normalizing its use.
- Branded Partnerships for Health Promotion
- The collaboration between Apotek Hjärtat and Barrio rooftop bar exemplifies the trend of brands partnering to promote health and well-being.
Who This Affects Most
- Pharmaceutical
- Pharmaceutical companies can explore opportunities to collaborate with hospitality businesses to promote health-related products in unique ways.
- Cosmetics
- Cosmetics companies can tap into the trend of making sun protection more accessible and interactive to appeal to younger demographics.
- Hospitality
- Hospitality businesses can consider integrating health and wellness offerings, like sunscreen on tap, to enhance guest experiences and differentiate themselves from competitors.
