We know men like their beer. But do they like it on their hair? Carlsberg sure thinks so.
With more and more men being unapologetic about their beauty and grooming needs, Carlsberg has decided to venture into this space with its own Beer Beauty line which consists of shampoo, conditioner and body lotion. Carlsberg Laboratories, the Research and Development arm of Carlsberg Breweries, together with cosmetics producer Urtegaarden, has created a series of male grooming products made from real Carlsberg beer.
So what inspired the beauty line?
Well according to the company, it is a known fact that the main ingredients in Carlsberg lager – barley, hops & yeast – are rich in vitamin B and silicium. These ingredients are said to have beautifying properties for both hair and skin.
Meanwhile, a survey conducted by Epinion about men’s grooming habits in the UK also showed that 65% of men are daily groomers. Even though more than half the men surveyed spend over 15 GBP a month on grooming products, close to half still use their girlfriends’ or wives’ grooming products on a weekly basis.
“People sometimes say that men don’t care too much about grooming, but the survey tells a different story. Men do care about looking good, but they often seem to lack alternatives to the more female-friendly beauty options available. And what better way to give them just that, than to introduce a grooming series made from beer?” Zoran Gojkovic, director of research, Carlsberg Laboratories said.
Carlsberg’s head brewer Erik Lund explained that the beer is freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of products. Each product in the Beer Beauty series contains 0.5 litres of real Carlsberg beer.
Lund added that when he was first told to make the product for men, he thought it was a joke.
“Making beer is my daily business and now we were asked to make a beauty series. That is a completely new approach for me and some of my collegues,” he said. Currently the products are available at the Carlsberg store.
Watch the entire process here:
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