The brand decided to make its “proprietary beer recipe our proprietary beauty recipe” in an effort to showcase how hops and barley are good for hair and skin.
Each of the shampoo, conditioner and body lotions, part of what the brand claims is “Probably the best men’s grooming in the world”, contain 0.5 litres of real Carlsberg beer, freeze-dried into power and mixed with organic ingredients.
Some 65% of men in the UK are daily groomers according to a survey done by the brand, while 58% spend more than £15 a month on grooming products.
Some 67% of UK men who drink Carlsberg also said they would buy grooming products made from beer.
“People sometimes say that men don’t care too much about grooming, but the survey tells a different story,” says Zoran Gojkovic, director of research at Carlsberg Laboratories.
“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?”
Tapping into the alcohol-free beer ‘boom’
Meanwhile, the brand has also launched its first alcohol-free beer variant, Carlsberg 0.0%, in an effort to tap into a “boom in the alcohol-free beer category”, which it claims is now worth £41m.
David Scott, director of brands and insight at Carlsberg UK, says: “Insight shows us that drinkers are increasingly looking to find alternatives for when alcohol may not be a suitable option but still want the satisfaction of a great tasting beer, and we’re confident that Carlsberg 0.0% delivers on these key factors.”
Earlier this year Carlsberg UK added San Miguel 0.0% and San Miguel 0.0% Limon to its portfolio.
“The introduction of Carlsberg 0.0% means that the Carlsberg portfolio truly has a beer for every occasion,” Scott adds.
The brand is also readying two more TV ads for its “If Carlsberg did” campaign as part of its £14m investment in media for 2015.