The 'Beard Mask' is the 2020 holiday accessory we've all been waiting for

Product from Swedish retailer Clas Ohlson lets you be Santa safely

Published On
Dec 09, 2020

Editor's Pick

We've seen plenty of creativity in face coverings over the past few months since wearing them became the norm; from Hormel's "breathable" bacon-scented mask to Today I'm Brave's "empathy masks" and all sorts of zany creations on Pinterest.  But here is the Christmas one we've all been waiting for. Devised by Swedish home improvement retailer Clas Ohlson and Stockholm agency King, it's a face covering that combines both mask and Santa beard in one. 

The Beard Mask retails for 149 Swedish Kroner (about $17 in the U.S.) and is available via Clas Ohlson's e-commerce site for customers in Sweden, Norway and Finland as well as in its 200 stores. It's also being promoted in Scandinavia with billboards and on social media. 

"We wanted to find a way to celebrate Christmas but also show that we must not forget the situation we are in. This is our way of illustrating that some things can be as usual, even if others are not," said King Art Director Jesper Stein in a statement.

As a way of combining Santa with safety, Beard Mask certainly ticks the boxes. (Although warning, kids—you still shouldn't sit on Santa's lap this year, and if you do pet those reindeer, use hand sanitizer.)


Dec 09, 2020
Client :
Clas Ohlson
Agency :
Marketing Lead :
Anna Drysén
CD/Copywriter :
Christoffer Dymling
AD :
Jesper Stein
Project Manager :
Peter Preisler
Production Manager :
Katarina Backlund
Planner :
Per Wilson
Account Director :
Sunit Mehrotra
Frank Hollingworth
Photographer :
Marcus Kurn
Production Agency :
Producer :
Markus Ahlm
Online grade :
Erik Lindahl

Need a credit fix? Contact the Creativity Editors

Project Type