Challenge
One of the world's best-known brewing companies, Carlsberg, was looking into creating a series of male grooming products made from beer. Its lager’s main ingredients, barley, hops and yeast, are all rich in vitamin B and silicium – both of which are said to have beautifying properties for both hair and skin.
Approach
An online survey was conducted in the UK to investigate the potential of such a beauty line based on beer. The survey which was conducted among men also found: 98% of UK men groom at least 1-2 times a week. 58% of UK men spend more than 15GBP (24USD) a month on grooming products 23% of UK men spend more than 35GBP (55USD) a month on grooming products 40% of UK men use their partner’s grooming products on a weekly basis 43% of UK men who drink Carlsberg miss grooming products made especially for men
Resolution
The Beer Beauty line was launched after the survey showed almost two thirds of men (65%) in the UK are grooming daily and more than two-thirds (67%) of male UK Carlsberg drinkers would buy grooming products made from beer. Zoran Gojkovic, director of research, Carlsberg Laboratories said: “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?”. Lene Mølskov Bech from Carlsberg Laboratories said: “Every day, we work with ingredients that not only taste great, but which could also help to make probably the world’s most beautiful men. So of course, we had to give it a go!”
