Famed Danish skin care guru Ole Henriksen recently relaunched his eponymous brand in order to harness a stronger focus on the company’s Scandinavian roots. And, for the first time in its history, the brand partnered with social influencers on YouTube to help drum up buzz.
Henriksen, who founded the company in 1984 out of his Beverly Hills spa, and sold it to luxury giant LVMH in 2011 for an undisclosed sum, tapped influencers Bri Emery from DesignLoveFest and Jacey Duprie of Damsel In Dior for a new YouTube wellness series dubbed Glow With Me, with Duprie’s episode quickly generating six-figure viewcounts. Another one of the channel’s new and top-viewed videos is a collaboration with Em Ford, who boasts roughly 1 million followers on both YouTube and Instagram, showcasing her dramatic skin transformation.
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According to the company, since partnering with influencers last month, subscriptions to the Ole Henriksen YouTube channel have grown by 159%, with lifetime views catapulting from 2,400 to more than 2 million.
And Ole Henriksen isn’t the only beauty brand to see bonafide results after venturing into the digital realm. A report last summer found that when blogger Arielle Charnas posted about a Peter Thomas Roth mask on Snapchat, it spurred sales of 502 jars, amounting to roughly $17,5000 worth of product in a single day. Similarly, when Charnas Snapchatted about an Yves Saint Laurent mascara, she moved 422 units, or a total of $13,500.
