Olehenriksen names Anine Bing global Scandi brand advisor
Skincare brand Olehenriksen announced on Monday the appointment of founder and chief creative officer of her eponymous label, Anine Bing, as their first global Scandi brand advisor.
In this role, created in celebration of their 40th anniversary, Bing is expected to bring forward the richness of Scandinavian culture including the benefits of Scandinavian lifestyle, wellness and skincare, and place Scandinavian values, such as 'hygge', back on the map.
Since its inception, Olehenriksen has been infusing Scandinavian and hygge philosophies into its output — whether it be through locally sourced ingredients, or treasuring the moments taken to apply them.
In particular, Bing will create social media content, cross-branded collaborations, and spearhead a six-part mini-series, providing an inside look into the best of Scandinavian skin and wellness.
”We are a Scandinavian born brand, and as we enter our 40th year, we're going back to our roots anchored in Scandinavian skin wellness, understanding this overarching ethos sets us apart from the rest,” said Rachel Berg, Olehenriksen's VP of global marketing.
“By signing on Anine Bing as our global Scandi brand advisor and partnering with other Scandi influencers on a global scale it will help amplify diverse elements of the culture and our Scandinavian-inspired skin wellness approach in a fresh, modern way."
Bing has been recognized as an authority in Scandinavian style since her namesake brand's inception in 2012. Her global fashion house, focused on everyday wardrobe styles and investment pieces for modern women, is inspired by Scandinavian simplicity and American energy.
As part of the campaign, she will be joined by key Scandinavian creators, including Linda Hallberg, Ceval, Nnenna Echem, and more, to create a robust content series that highlights the Scandi lifestyle.
"I've been a longtime fan of Olehenriksen's skin care, so when the brand approached me for this partnership, I was immediately interested," said Bing. "Our shared passion for Scandinavian culture creates such a unique synergy and I'm really looking forward to bringing to life the many exciting concepts we have in the works."
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