DENMARK: Carlsberg enters beauty category with launch of men’s products | Progresiv
In a surprise move, Carlsberg has announced its entry into the beauty and skincare categories, with the launch of a new range of men’s grooming products. While the initial offer features just three products and is on a 'limited edition' basis, it opens up a possible new market for the brewer - and its rivals - if it proves successful. 
The initial range offers a shampoo, conditioner, and body lotion that contain “premium Carlsberg beer”, and is being described as “Probably the best men’s grooming in the world”. The range is only available online and at its flagship store in Copenhagen, with a set of three 250ml bottles costing 63.84 euros. The brewer said it was encouraged by studies that showcased the beneficial effects of Vitamin B and Silicium on humans, which are contained in barley, hops and yeast.
Carlsberg claims the beer used in the products has been freeze-dried, which helps increase the concentration of the proteins and minerals.
Carlsberg added that it had also spotted a gap in the market, with research showing that a majority of its consumers were ready to buy grooming products containing beer. It also said the move offers it “a chance to talk about the health benefits of beer in terms of it being a drink that’s good for the body, when consumed in moderation”. (www.kamcity.com)
