CARLSBERG LAUNCHES BEAUTY SERIES FOR MEN
CARLSBERG LABORATORIES AND COSMETICS PRODUCER URTEGAARDEN HAVE CREATED A SERIES OF MALE GROOMING PRODUCTS MADE FROM BEER
It's a fact that the main ingredients in Carlsberg lager – barley, hops & yeast – are rich in vitamin B and silicium – both of which are said to have beautifying properties for both hair and skin. “Every day, we work with ingredients that not only taste great, but which could also help to make probably the world’s most beautiful men” says Lene Mølskov Bech, Senior Regulatory Lab. Manager. “So of course we had to give it a go!” A survey conducted by Epinion about men’s grooming habits in the UK 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?” says Zoran Gojkovic, Director of Research, Carlsberg Laboratories.
The Opinion survey confirms Zoran Gojkovic’s assumption. In fact, half the men surveyed missed having grooming products that are made specifically for men. Each product in the Beer Beauty series contains 0.5 litres of real Carlsberg beer. Carlsberg Brewmaster Erik Lund explains: “The beer is freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of products: shampoo, conditioner and body lotion.”
The limited edition beauty series is available at thirstforgreat.com and through special events and consumer promotions.