25 Jul 2015 Carlsberg launches beauty series for men
The range is a collaboration between Carlsberg Laboratories, the R&D arm of Carlsberg Breweries, together with cosmetics producer Urtegaarden.
The main ingredients in Carlsberg lager – barley, hops and yeast – are rich in vitamin B and silicium, both of which are said to have beautifying properties for both hair and skin.
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 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 Epinion survey confirms Gojkovic’s assumption: half the men surveyed missed having grooming products that are made specifically for men [what planet have they been living on? Ed].
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 a hefty €64 through the Carlsberg shop (shipped globally – but currently listed as sold out!) and through special events and consumer promotions.
Fun facts about men and grooming in the UK
The survey is conducted among UK men age 18-40
• 65% of UK men are daily groomers.
• 98% of UK men grooms at least 1-2 times a week.
• 58% of UK men spend more than £15 a month on grooming products
• 23% of UK men spend more than £35 a month on grooming products
• 40% of UK men use their girlfriends’/wives’ grooming products on a weekly basis
• 43% of UK men who drink Carlsberg miss grooming products made especially for men
• 67% of UK men who drink Carlsberg would buy grooming products made from beer