Probably the best

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.