Olehenriksen, the Danish skincare brand founded in 1983, is setting its sights on Gen Z with an exciting new product launch. The brand is introducing the Peach Glaze collection, a trio of vitamin C-powered skincare products designed to be accessible, both in terms of pricing and designed specifically for a younger audience. With a price range that includes a $42 Peach Glaze Glow Serum, a $35 facial mist, and a $23 limited-edition Peach Glaze Pout Preserve Lip Treatment, the collection aims to provide effective skincare solutions targeting hydration and radiance.
At the heart of this collection is a blend of key ingredients, including vitamin C, niacinamide, peach ferment, and peach water. Rachel Berg, Olehenriksen’s Global Vice President of Marketing, emphasized that vitamin C is an essential part of the brand’s identity. By reevaluating how to present this ingredient to a Gen Z audience, the brand hopes to cultivate a deeper connection. This reflects a broader trend in the skincare industry toward products that are not just effective but also relatable to younger consumers.
While Olehenriksen’s existing Truth franchise, featuring staples like the Vitamin C-infused Truth Serum, has catered to an “elder Millennial” audience, the new Peach Glaze collection is designed to attract a younger demographic. Berg noted that the brand has achieved noticeable success with the Pout Preserve Lip Treatment, launched in early 2023, which has drawn in a significant Gen Z following. This lip treatment, available in vibrant shades, has quickly gained popularity, even becoming Olehenriksen’s top-selling product on TikTok Shop, contributing significantly to the brand’s sales figures.
The viral success of Pout Preserve highlights the importance of social media in modern marketing strategies. Berg credits the effectiveness of simply getting the product into the hands of consumers for its popularity, as well as the brand’s strategic partnerships with TikTok influencers. Olehenriksen has embraced a playful, approachable marketing style, enlisting over 500 influencers pre-launch to generate buzz around the Peach Glaze collection. This method not only builds excitement but also helps create a community around the brand, particularly among younger consumers.
To further engage its audience, Olehenriksen has developed a creative social media campaign featuring a whimsical “Glazy” peach character, which serves as a fun mascot for the new line. This innovative approach mirrors past successes, particularly with the iconic Banana Bright Eye Cream, positioning Peach Glaze Serum as a new hallmark for the brand. Berg shared her hopes of establishing a strong presence in the 18- to 24-year-old age group, using the new collection to solidify Olehenriksen’s identity in the skincare landscape as it connects more closely with this emerging consumer base.
As Olehenriksen moves forward with the Peach Glaze collection, it symbolizes a strategic pivot toward a younger audience while staying true to its core principles—effective ingredients and community engagement. The combination of thoughtful product formulation and savvy marketing strategies is reflective of broader trends in the beauty industry, where brands must continuously adapt to cater to the evolving preferences and values of their consumers. In doing so, Olehenriksen is not only expanding its reach but also fostering a brighter, inclusive skincare journey for a new generation.