Carlsberg Laboratories, the research and development arm of Carlsberg Breweries, has announced that it has joined forces with cosmetics producer Urtegaarden to develop a series of male-specific grooming products that claim to feature the same ingredients as Carlsberg beer.
The new line is to include a shampoo, a conditioner and a body lotion, each available in a 250ml size.
In a press release, Carlsberg explained that the main ingredients in beer – barley , hops and yeast – are rich in vitamin B and silicium, which are also ingredients in beauty products for both hair and skin.
Zoran Gojkovic, Director of Research, Carlsberg Laboratories, said: “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?”
Each product is claimed to contain 500ml of “real Carlsberg beer” which is freeze-dried into a powder and then mixed with organic ingredients.