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23 : 06 : 2015 Carlsberg Beer Beauty : CP+B Copenhagen : Grooming

Copenhagen – Carlsberg has launched its own line of men’s grooming products made with beer.

  • Shampoo, conditioner and body lotion made using the brand’s signature brew
  • Developed by agency CP+B Copenhagen, the products feature Carlsberg’s distinctive green colouring and iconic logo
Carlsberg Beer Beauty range Carlsberg Beer Beauty range

The idea for the men’s grooming series came from a study conducted by Epinion for Carlsberg Laboratories, which found that 40% of UK men use their girlfriend’s or wife’s grooming products on a weekly basis, while more than two thirds (67%) would buy grooming products made with beer. Along with cosmetics producer Urtegaarden, Carlsberg set about developing a shampoo, conditioner and body lotion that harnesses the beneficial effects of vitamin B and silicium contained in barley, hops and yeast – the main ingredients in beer – and purported to have beautifying properties for both hair and skin.

‘Men do care about looking good, but they often seem to lack alternatives to the more female-friendly beauty options available,’ Mathias Birkvad, managing director of CP+B Copenhagen tells LS:N Global. ‘With 0.5 litres of real beer in each product, the Carlsberg Beer Beauty series provides men with a manly beauty option.’

The Big Picture: In a booming craft beer market, big brewers are diversifying to capture new audiences. Find out more in our macrotrend The Convergence Economy.

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