Carlsberg Beer Beauty

Carlsberg Launches Beauty Series For Men
… and I styled the images for the campaign.

Carlsberg Laboratories, the Research and Development arm of Carlsberg Breweries, has, together with cosmetics producer Urtegaarden, created a series of male grooming products made from real Carlsberg beer.

Carlsberg_Beer_Beauty_Mood Carlsberg_Beer_Beauty_SeriesCarlsberg_Beer_Beauty_Body Lotion Carlsberg_Beer_Beauty_ConditionerCarlsberg_Beer_Beauty_Shampoo

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.

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 GBP 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 Zoran Gojkovic’s assumption. In fact, half the men surveyed missed having grooming products that are made specifically for men.

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 this shop 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 15GBP a month on grooming products
• 23% of UK men spend more than 35GBP 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

About Carlsberg Group
The Carlsberg Group is one of the leading brewery groups in the world, with a large portfolio of beer and other beverage brands. Our flagship brand – Carlsberg – is one of the best known beer brands in the world and the Baltika, Carlsberg and Tuborg brands are among the eight biggest brands in Europe. More than 46,000 people work for the Carlsberg Group, and our products are sold in more than 150 markets. In 2014, the Carlsberg Group sold 122 million hectolitres of beer, which is about 37 billion bottles of beer.

Find out more right here.

About the Carlsberg Laboratory
In 2015, the Carlsberg Laboratory is celebrating its 140th anniversary. The founder of Carlsberg, J.C. Jacobsen, set up the Laboratory in 1875. In 1876, it was established as part of the Carlsberg Foundation, consisting of a Department of Chemistry and a Department of Physiology.

Find out more right here.

Art Direction and Idea by: Crispin Porter + Bogusky Copenhagen
Photos by: Tue Schiørring, Styling by: Katrine Martensen-Larsen