THE WHAT? Skincare brand Olehenriksen has announced the appointment of fashion designer Anine Bing as its first Global Scandi Brand Advisor as gears up to mark its 40th anniversary.

THE DETAILS The new role will see Bing create social media content to cross-branded collaborations, as well as spearhead a 6-part mini-series that looks at Scandinavian skin and wellness with Bing’s tips on attaining style, and morning wellness tips.

Olehenriksen Vice President of Global Marketing, Rachel Berg, shares, “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. 

“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.” 

THE WHY? According to a press release: “Introduction of this strategic partnership will bring forward the richness of Scandinavian culture inclusive of the multitude of benefits associated with Scandinavian lifestyle, wellness and skincare, and place Scandinavian values, such as hygge, back on the map.”

And of course, two databases and sets of followers are better than one.