Carlsberg has launched a Beer Beauty line, the latest in a series of innovations aiming to reach male beauty consumers via food.
Carlsberg has launched a new Beer Beauty line, the latest in a series of recent innovations, including Burger King’s burger-scented perfume and Lidl’s “Eau de Grill,” that seem to suggest the way to a male beauty consumer’s heart is through his stomach.
The Beer Beauty line includes shampoo, conditioner, and body lotion that actually contains 0.5 liters of freeze-dried beer per 250ml bottle. Carlsberg’s beer bath-time products may seem like a niche purchase at the price of almost €64, but the line has already sold out, pointing to an appetite for more manly options within the male beauty category.
Your cookie settings are affecting the functionality of this site. Please revisit your cookie preferences and enable Functional Cookies: Cookie Settings
The new products were developed in-house in collaboration with Urtegaarden, a Danish beauty/food manufacturer and retailer. Jim Daniell, international media director of Carlsberg, has said that although they offer a “humorous take on male grooming,” the products also capitalize on the real benefits of beer for skin and hair. And rather than smelling like a frat house floor, the products have a lovely lemony scent.
Men of all stripes are increasingly comfortable with the notion of spending time and money on their appearance: the men’s toiletries category was valued at a whopping $22.2bn globally in 2014, according to Datamonitor. As our Masculinity and Modernity report revealed last year, more than three-quarters of British men now believe there is more pressure on them to dress well and be well-groomed than in the past.
The so-called metrosexuals were the early adopters of the current wave of male grooming. But as “men’s beauty” no longer seems like an oxymoron, brands have a growing opportunity to innovate in the category while appealing to a broader market.