Today, it is no longer taboo for men to have proper grooming routines. In fact, a recent survey conducted by Epinion about men’s grooming habits in the UK showed that 65% of men are daily groomers. Close to half of the surveyed men have also admitted to using their girlfriends’ or wives’ grooming products on a weekly basis.
One reason is that the whole beauty industry is still pretty much dominated by women, and products first targeted at them – followed then by a secondary men’s line that’s very often marketed the same way it was done with the ladies. Didn’t we read somewhere that Mars and Venus are completely different?
To give the industry a macho twist, Carlsberg – one of the world’s largest breweries – has unveiled a series of male grooming products. And you guessed it, didn’t you? It’s made from real Carlsberg beer.
Is it really all that ridiculous? Apparently not, according to research.
In fact, it has been well-documented that the main ingredients in beer – barley, hops and yeast – are very rich in Vitamin B and silicium – both of which are said 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. 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 Beer Beauty series is developed by Carlsberg Laboratories, the Research and Development arm of Carlsberg Breweries, in collaboration with the Danish cosmetics producer Urtegaarden. Each product in the Beer Beauty series contains half a litre of real Carlsberg beer. The beer is first freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of shampoo, conditioner and body lotion.
The limited edition beauty series is available at www.thirstforgreat.com and through special Carlsberg events and consumer promotions.
Learn more about beer and beauty at www.carlsberg.com/#!beer-beauty
Note: The Carlsberg beauty range seems to be sold out at the website at the time of this posting.