Generally, it involves alcohol rather a loaded term, well-marked dark
circles and dull skin - results of a too watered evening. The Carlsberg brand has decided to change this image and unglamorous ... has launched a range of beauty products for men.
The idea is to use the benefits of the ingredients used in the composition of beer, that is to say, barley, yeast and hops, rich in vitamin B. "The beer is frozen pulverized and mixed with organic ingredients to create a range of unique products: shampoo, conditioner and body lotion ", told MetroNews Erik Lund, brewmaster at Carlsberg. In total, each containing 500ml of beer.
But Jens Jermiin, head of digital communications at Carlsberg admit, it's also an ingenious way to improve the image of beer. "This allows us to highlight the benefits of the ingredients, which are exactly the same as for the beer," he explained to MetroNews. Indeed, the law prohibits selling alcohol as a product having a beneficial effect on health.
Changing the image of beer to women
While 60% of men would borrow their toiletries to their partner / wife, Carlsberg also hope the ladies will turn into products of their men. "If the mood takes them to try them in secret, they will find that this is not so bad! Maybe even that men will eventually agree to order a beer even female company because ladies would have a best picture ".
The products are already on sale on the site of Carlsberg at a price of 63.84 euros. And no, they do not feel the beer, but according to Jens Jermiin, "a citrus smell very nice."
