Beer Beauty

Background

A survey conducted by Epinion about men's grooming habits in the UK showed that 65% of men are daily groomers. However, nearly half of the men surveyed used their girlfriends' or wives' grooming products on a weekly basis. Carlsberg Beer Beauty was developed to give men a grooming line made exclusively for them.

Idea

It is a fact that the main ingredients in Carlsberg lager – barley, hops & yeast – are rich in vitamin B and silicium, both of which are said to have beautifying properties for both hair and skin. Carlsberg Laboratories, the Research and Development arm of Carlsberg Breweries, working together with cosmetics producer Urtegaarden, created a series of male grooming products utilising the healthy benefits that Carlsberg Beer has to offer.

Results

Carlsberg Beer Beauty captured the attention of the press, and infiltrated pop culture. It generated nearly 700 million total impressions across men's magazines such as Ask Men, GQ and Esquire as well as general interest magazines such as Business Insider, Uncrate, New York Magazine and Food & Wine.

Our Thoughts

The great Jeremy Bullmore used to play a game called ‘Brand Death’. You tried extending the brand into new territories until eventually you were certain you would not just endanger the parent brand, you’d kill it. After Eight chewing gum, for instance. From beer to shampoo would almost certainly have won the game. Yet here it is, Carlsberg shampoo and body lotion. Madness! Or genius?

Okay, it’s the ‘c’ word. Content, a stunt turned into a news story. The products

are already ‘out of stock’ on the Carlsberg website but the idea is keeping the brand at front of mind for men, giving them topics to talk about as and when they go to the pub.