Olehenriksen will open a two-day pop-up in New York on 9 and 10 October to launch its newest lip product, the Pout Preserve Peptide Lip Treatment in the Scandi Candy shade-flavor expression.

The brand is calling the experiential installation "Scandiland." Open to the public for those two days, it will feature candy-inspired installations, exclusive merchandise and additional unannounced elements tied to the product's theme. The activation is the marketing centerpiece for the launch of Scandi Candy within the Pout Preserve Peptide Lip Treatment line, a peptide-based lip care format.

Why a pop-up for a lip treatment?

The decision to build an experiential activation rather than a conventional launch campaign comes down to category saturation, according to the brand's marketing leadership.

"The lip care category has become increasingly cluttered, so we wanted to tell a story that is genuinely ours," Rachel Berg, VP Global Marketing for Olehenriksen, told Cosmetics Business.

Berg framed the creative concept — "Scandi Candy" — as an expression of a specifically Scandinavian tradition rather than a generic sweets aesthetic.

"Lördagsodis, or Saturday Candy, is a real Scandinavian tradition of weekly sweets, and it fits what Olehenriksen has done for over 40 years: making clinical skin care feel joyful," Berg said.

The reference is deliberate. Lördagsodis, the weekly Swedish and broader Scandinavian custom of enjoying sweets on Saturdays, anchors the product name and the pop-up's design language in the brand's Nordic heritage. Berg positioned the new SKU as a direct extension of that positioning.

"Scandi Candy Pout Preserve is the next expression of that belief," she said.

What the activation offers visitors

The Scandiland pop-up, located in New York, runs two public days:

• 9 October
• 10 October
• Candy-inspired installations built around the Lördagsodis theme
• Exclusive merchandise available only at the pop-up
• Additional branded experiences tied to the product's launch

Berg said the format serves a specific commercial purpose: letting consumers test the product's promised sensory and performance attributes in person rather than through packaging or digital content alone.

"The pop-up lets guests experience the product's promise firsthand: a swe—" the statement continued, describing the product experience directly through the activation.

The strategy behind Scandiland

The launch sits at the intersection of two currents in the lip category: the sustained consumer shift toward treatment-format lip products with functional actives — here, peptides — and the increasing use of short-run experiential retail to cut through crowded shelf space.

Olehenriksen, a brand with more than four decades of history in what Berg described as clinical skin care with a joyful sensibility, has leaned on heritage storytelling to differentiate. The Scandinavian framing of Scandi Candy — from the product name to the Lördagsodis concept driving the installations — gives the brand an origin story competitors in the peptide lip segment cannot replicate.

The pop-up format itself reflects how mid-sized beauty brands now sequence launches: a compact two-day event generating social content and press coverage, supported by exclusive merchandise that rewards in-person attendance. Berg's comment about a "cluttered" category signals the competitive pressure; experiential retail is the brand's chosen answer for this particular launch.

What comes next

The Scandiland pop-up runs 9–10 October in New York, and its performance — foot traffic, merchandise sell-through and earned media — will indicate whether Olehenriksen extends experiential activations to future Pout Preserve launches. The Scandi Candy Pout Preserve Peptide Lip Treatment itself carries the line forward as the brand's latest fusion of clinical formulation and heritage-driven storytelling.