Those who like carnivals and shopping for beauty products were beside themselves at the rebranding party for skin guru Ole Henriksen, which took place on West 21st Street in late February. Replicated for editors, bloggers, influencers and friends of Ole was Tivoli Gardens, an amusement park in central Copenhagen which offers rides, games, live music and ballet. The carnival was the perfect place to highlight the Dane’s collection and celebrate his company’s 30th anniversary.

There’s a natural evolution that happens every 10 years where you rethink your packaging and breathe new life into your products,” Ole said. “I was hearing that people were finding the products confusing and hard to navigate. That they didn’t know what they should use and what they shouldn’t. We live in a retail environment where customer service isn’t always there when you want it. So being your own expert can be very helpful to the consumer. And I wanted to make the shopping experience as easy for her as possible.”

With that goal in mind, Ole’s 10 previous lines were reorganized and compartmentalized into four: Truth, which focuses on brightening; anti-aging and hydration, where is under the V-C name; Transform, which targets tone and texture; Nurture, which hydrates and cares for dry and sensitive skin; and Balance, the newest of the collection, which refines pores and controls oil.

Of the 50-plus skus, only three or four products were discontinued in the final edit. The new packaging is easy to decode, offers clear descriptions and is based on skin care concerns. Four bright, bold colors—purple, green, orange and blue—reflect Ole’s Scandinavian heritage.

“Many brands have too many products, or aren’t found under the right umbrella. This new structure allowed us to see where we had gaps, and where we needed to add newness to the franchise,” he said of his three-year process. “We wanted to elevate the look and make it more sophisticated.”

Along with rethinking packaging and the brand, the company will focus on additional innovations, and fresh marketing and social opportunities. Most recently, Ole’s new digital street casting campaign, #NextOleWonder, highlighted Scandinavian women of all ages who embodied the “Ole Glow.” This is the first time in over a decade where he hasn’t used models, but instead is relying on the power of today’s real woman.