Carlsberg Beauty

by Theresa Christine Johnson on 08/04/2015 | 3 Minute Read

Editorial photograph

Gentlemen, please groom responsibly. Introducing Beer Beauty from Carlsberg Beer, the perfect hair and skincare line for beer lovers everywhere!

“Carlsberg Laboratories, the Research and Development arm of Carlsberg Breweries, has, together with cosmetics producer Urtegaarden, created a series of male grooming products made from real Carlsberg beer. It is 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.”

Editorial photograph

“At Carlsberg, we only use the finest yeasts, hops and barley in our world famous lager beer. And one day we realised that those ingredients are actually packed with Vitamin-B and Silicium, which is good for your hair and skin. So we decided to make our proprietary beer recipe, our proprietary beauty recipe. It’s beauty from beer.”

This line of men’s grooming products was not born out of the need to assert masculinity through premium shampoo and conditioner; actually, Carlsberg Laboratories conducted a survey that provided them with the direction they needed. The results from the UK survey indicated that 65% of men groom on a daily basis, more than half spend over $20 per month on skin and hair care products, and, as many women will attest, almost half of men surveyed still use their girlfriends’ or wives’ products each week.

Editorial photograph Editorial photograph

“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.

Editorial photograph

Beer Beauty has the quintessential Carlsberg appearance, using its recognizable green hue as the basis for the bottles. That rich green looks powerful and strong, but also is representative of one of the main ingredients: hops. The bottles are designed with minimalism in mind: a simple sans serif typeface, a sleek pump top, and no extraneous images. The boxes, too, embrace a simple design, with little coloring, the Carlsberg logo raised on the front, and a green sticker to seal each product. While it ties in well with the current brand, it is also unique and different, taking Carlsberg in a new and exciting direction.

"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.’”

Editorial photograph

Designed by: Carlsberg Beer

Country: United Kingdom

You may also like