Carlsberg rolls out men’s care range made with beer

Are Carlsberg’s scientists really so under-employed that they had to busy themselves with inventing a men’s grooming range? In June 2015 the Danish brewer, in cooperation with cosmetics producer Urtegaarden, launched several men’s bathroom products – a shampoo, a conditioner and a body lotion.

According to Carlsberg, each product in the beer beauty series contains 0.5 litres of Carlsberg beer, which has been freeze-dried into a powder.

The toiletries are probably good for you – not for consumption but for liberal use in the shower.

If it was intended as a strategic brand-stretching exercise Carlsberg’s grooming series is, of course, a joke. It is hugely expensive. But then that’s the point. Give everyone a good sniggle.

The products can be purchased online at www.findmeagift.co.uk. A set includes a shampoo and a body lotion (250ml bottles) for GBP 19.95 (USD 31.00).