Carlsberg creates beer-shampoo

Danish brewer Carlsberg has launched a new range of men’s grooming products designed to harness the nourishing power of beer.

Unsurprisingly introduced with the line, “probably the best men’s grooming in the world,” the shampoo, conditioner and body lotion are made with Carlsberg beer.

Currently only available in Copenhagen, Carlsberg said market research had shown that 67% of Carlsberg drinkers in the UK said they would be prepared to buy grooming products containing beer.

“The beer is freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of products,” said Carlsberg brewmaster Erik Lund while director of research strategy, Zoran Gojkovic, added that a lot of the compounds in beer are good for skin and hair.

“You have proteins, you have fibres, you have vitamins. Yeast, for example, it’s a big source of vitamin B.

“When you put that in the shampoo or whatever beauty series, it’s actually very good compounds for your skin,” said Gojkovic.

Speaking to ABC, dermatologist Dr Barney Kenet, was rather more sceptical of the claims saying: “First of all, skin does not receive its nourishment from the outside. So those added ingredients aren’t nutritive per se. Your vitamin B and silicium comes from diet. The likelihood of adding them to your skin cream for any specific benefit doesn’t make a lot of common sense.”

Nonetheless, he added: “It’s a great gimmick. I smiled. I liked it. I might even have it in my house for fun. But I seriously doubt I’d buy a second bottle.”

Carlsberg has promised a year of advertising stunts, which began with a beer-dispensing poster in London’s east end and a another campaign asking if commuters on the London tube were “beer body ready?” in response to a somewhat controversial “beach body” advert on the underground.

As the Financial Times pointed out however, at €63.84 for a set of three 250ml bottles, they are considerably more expensive than simply taking a €2.40 500ml can of Carlsberg into the shower with you.