Carlsberg Beer Beauty

Carlsberg has always used the best ingredients. But these days, most people associate quality with craft beer.

We needed to find a new way to make the story about Carlsberg’s quality ingredients famous again. So we turned to a popular beauty secret – that beer is actually good for your hair and skin – and decided to break into another industry. 
One that is obsessed with ingredients. Introducing Carlsberg Beer Beauty – grooming products for men, made from actual beer.

Gold and silver at Eurobest 2015
Bronze at YoungGuns International Award 2016
Shortlisted three times at Cannes Lions 2016

Each product contains a mix of all organic ingredients and no less than 0.5 liters of Carlsberg lager (But how? The bottles look so small? We freeze-dried it, that's how).

The Beer Beauty series for men started some serious "hoopla" and all of a sudden everyone was talking about Carlsberg's barley, hops & yeasts. It was the first time ever that Carlsberg had answered the question "What if?" with an actual product launch. And it only took one week before the first batch was sold out.

The series also made a cameo in 72&Sunny's global TVC "If Carlsberg did haircuts…" to further build the hype around this unexpected product launch.

Just in time for Movember, we extended the beauty line with shaving products (gel, cream and wax) based on the fact that hops contain anti-bacterial acids, antioxidants and aromas. And all the proceeds went to the Movember fund. Probably the best way to support men's health.