The 11th Step.
The routine does not end at the mirror. A Young Lions 2025 concept bringing everyday sun protection into the world of Samsung Health.
Simulated on the campaign images.
Context
Skincare is trending like never before in Europe and the US, thanks to TikTok and the glow of Korean beauty routines. A 10-step routine, followed religiously with a strong emphasis on sun protection. Unfortunately, this step is still not taken as seriously as it should be in our country.
Idea
A non-existent step in korean skincare, but definitely a step we need in our country.
What is the point of the previous 10 skincare steps if you do not protect yourself from solar radiation?
Execution
We’ll launch “The 11th Step” within the Samsung Health App—an AI-powered tool that analyzes a user’s melanin and pigmentation via photo, combined with location, UV data, and sun exposure.
It will suggest the ideal SPF, track sun hours, daily steps, and identify skin type with input from dermatology experts.
“The first app that regulates your sun exposure with Samsung AI”UV Index 11 High
“I swear I put sunscreen on”
“So much exfoliation for what?”
“But I didn’t skip any step…”
Project
Samsung
Young Lions 2025 · Competition concept
Discipline
Campaign · Digital experience
