Beer brand Carlsberg is no stranger to unusual publicity efforts after their billboard/beer dispenser from a while back. Now, they’re outdoing themselves with Beer Beauty, a line of men’s grooming products made from their beer.
Here’s Carlsberg brewmaster Erik Lund on the process:
“The beer is freeze-dried into a powder, and then mixed with organic ingredients in order to create a unique series of products: shampoo, conditioner and body lotion.”
I’m thirsty already! According to Carlsberg, beer is a uniquely well-suited ingredient for things like lotion and other grooming products, since its rich in vitamins and nutrients that are great for your skin and hair. It also gives you a good excuse for smelling like beer if you get pulled over, but that’s probably not one of the intended selling points for the Beer Beauty brand.
To see all the Beer Beauty selling points that Carlsberg is going with, you can check out the line’s official site right here, or you can just watch a video about the products below. They should be available soon, but at first they will mostly be used as promotional items, so don’t expect them to show up at a CVS or Walgreens near you in the near future.
Here’s the video: