{"id":1462,"date":"2015-08-05T00:15:58","date_gmt":"2015-08-05T00:15:58","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=1462"},"modified":"2015-08-05T00:17:08","modified_gmt":"2015-08-05T00:17:08","slug":"carlsberg-launches-a-male-grooming-line-made-out-of-beer","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2015\/08\/carlsberg-launches-a-male-grooming-line-made-out-of-beer\/","title":{"rendered":"Carlsberg launches a male grooming line made out of beer"},"content":{"rendered":"<p><strong><em>Carlsberg\u00a0teamed up with cosmetic producer Urtegaarden to create a limited edition series of male grooming products:\u00a0shampoo, conditioner and body lotion.<\/em><\/strong><\/p>\n<h1>Carlsberg&#8217;s\u00a0Beer Beauty series<\/h1>\n<p>Unlike some brand extensions where the new product has no shared properties with the original one, Carlsberg shampoo really has Carlsberg beer in it. In fact, there is a half-liter of freeze-dried beer in each 250 ml bottle,\u00a0mixed with organic ingredients in order to create a unique series of products: the Beer Beauty series.<\/p>\n<blockquote><p>&#8220;It is a fact that the main ingredients in Carlsberg lager \u2013 barley, hops &amp; yeast \u2013 are rich in vitamin B and silicium \u2013 both of which are said to have beautifying properties for both hair and skin.\u201d explains the company.<\/p><\/blockquote>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/08\/carlsberg_shampoo_beer_branding_2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1463\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/08\/carlsberg_shampoo_beer_branding_2.jpg\" alt=\"carlsberg_shampoo_beer_branding_2\" width=\"635\" height=\"402\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/08\/carlsberg_shampoo_beer_branding_2.jpg 635w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/08\/carlsberg_shampoo_beer_branding_2-300x190.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/08\/carlsberg_shampoo_beer_branding_2-380x241.jpg 380w\" sizes=\"auto, (max-width: 635px) 100vw, 635px\" \/><\/a><\/p>\n<p>A survey conducted by Epinion revealed that 65% of men in the UK between 18 and 40 are daily groomers and half of the surveyed men are using their girlfriend\u2019s or wife\u2019s grooming products. The survey also revealed that 67% of Carlsberg consumers are willing to buy grooming products made of beer so they turned it into an opportunity to enter the cosmetic market with a new range of products made especially for men, with their\u00a0favorite\u00a0alcoholic\u00a0beverage.<\/p>\n<p>According to AdWeek, Carlsberg launched its line as a &#8220;humorous take on male grooming,&#8221; but considers it a serious product. Studies have shown beer\u2019s ingredients are good for skin and hair, so this brand extension made sense.<\/p>\n<p><em>For more information have a look at the\u00a0video about the creation of the Carlsberg Beer Beauty line:<\/em><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/rEc54A3qvcs\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h1>Why is this good branding?<\/h1>\n<p>Carlsberg takes a risk by\u00a0entering a totally different market. The launch of this brand extension is provocative, but will raise conversation on the internet and turn Carlsberg into a brand that really cares about men, from what they drink to how they look like. The packaging is elegant, masculine and attractive and as women like to purchase products for men, this could turn into a very fun and original gift for their loved ones.<\/p>\n<h2>Some Fun Facts about Men and grooming:<\/h2>\n<p><em>The survey is conducted among UK men age 18-40<\/em><br \/>\n\u2022 65% of UK men are daily groomers.<br \/>\n\u2022 98% of UK men grooms at least 1-2 times a week.<br \/>\n\u2022 58% of UK men spend more than 15GBP a month on grooming products<br \/>\n\u2022 23% of UK men spend more than 35GBP a month on grooming products<br \/>\n\u2022 40% of UK men use their girlfriends\u2019\/wives\u2019 grooming products on a weekly basis<br \/>\n\u2022 43% of UK men who drink Carlsberg miss grooming products made especially for men<br \/>\n\u2022 67% of UK men who drink Carlsberg would buy grooming products made from beer<\/p>\n<p><strong><em>References:<\/em><\/strong> <a href=\"https:\/\/www.carlsberg.com\/#!beer-beauty\">Carlsberg&#8217;s Official Website<\/a>, <a href=\"https:\/\/www.adweek.com\/news\/advertising-branding\/carlsburg-launches-beer-based-grooming-products-men-165431\">Adweek<\/a>, <a href=\"https:\/\/www.marketingmagazine.co.uk\/article\/1352198\/carlsberg-cosmetics-beer-brand-rolls-mens-care-range-made-hops\">Marketing Magazine<br \/>\n<\/a><strong><em>Pictures from:\u00a0<\/em><\/strong><a href=\"https:\/\/www.carlsberg.com\/#!beer-beauty\">Carlsberg&#8217;s Official Website<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Carlsberg\u00a0teamed up with cosmetic producer Urtegaarden to create a limited edition series of male grooming products:\u00a0shampoo, conditioner and&hellip;\n","protected":false},"author":2,"featured_media":1465,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Carlsberg teamed up with cosmetic producer Urtegaarden to create a limited edition series of male grooming products: shampoo, conditioner and body lotion.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[205,207,4],"tags":[33,367,370,13,366,369,371,368],"ppma_author":[742],"class_list":{"0":"post-1462","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-extension-brands","8":"category-brand-strategy","9":"category-news","10":"tag-beauty","11":"tag-beer","12":"tag-body-lotion","13":"tag-branding","14":"tag-carlsberg","15":"tag-conditioner","16":"tag-grooming","17":"tag-shampoo","18":"cs-entry","19":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":205,"label":"Brand Extension"},{"value":207,"label":"Brand Strategy"},{"value":4,"label":"News"}],"post_tag":[{"value":33,"label":"beauty"},{"value":367,"label":"beer"},{"value":370,"label":"body lotion"},{"value":13,"label":"branding"},{"value":366,"label":"carlsberg"},{"value":369,"label":"conditioner"},{"value":371,"label":"grooming"},{"value":368,"label":"shampoo"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2015\/08\/carlsberg_shampoo_beer_branding.jpg",942,530,false],"author_info":{"display_name":"Marion Andrivet","author_link":"https:\/\/www.thebrandingjournal.com\/author\/marion\/"},"comment_info":0,"category_info":[{"term_id":205,"name":"Brand Extension","slug":"brand-extension-brands","term_group":0,"term_taxonomy_id":205,"taxonomy":"category","description":"","parent":207,"count":10,"filter":"raw","cat_ID":205,"category_count":10,"category_description":"","cat_name":"Brand Extension","category_nicename":"brand-extension-brands","category_parent":207},{"term_id":207,"name":"Brand Strategy","slug":"brand-strategy","term_group":0,"term_taxonomy_id":207,"taxonomy":"category","description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","parent":0,"count":94,"filter":"raw","cat_ID":207,"category_count":94,"category_description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","cat_name":"Brand Strategy","category_nicename":"brand-strategy","category_parent":0},{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0}],"tag_info":[{"term_id":33,"name":"beauty","slug":"beauty","term_group":0,"term_taxonomy_id":33,"taxonomy":"post_tag","description":"","parent":0,"count":2,"filter":"raw"},{"term_id":367,"name":"beer","slug":"beer","term_group":0,"term_taxonomy_id":367,"taxonomy":"post_tag","description":"","parent":0,"count":4,"filter":"raw"},{"term_id":370,"name":"body lotion","slug":"body-lotion","term_group":0,"term_taxonomy_id":370,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":13,"name":"branding","slug":"branding","term_group":0,"term_taxonomy_id":13,"taxonomy":"post_tag","description":"","parent":0,"count":68,"filter":"raw"},{"term_id":366,"name":"carlsberg","slug":"carlsberg","term_group":0,"term_taxonomy_id":366,"taxonomy":"post_tag","description":"","parent":0,"count":3,"filter":"raw"},{"term_id":369,"name":"conditioner","slug":"conditioner","term_group":0,"term_taxonomy_id":369,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":371,"name":"grooming","slug":"grooming","term_group":0,"term_taxonomy_id":371,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":368,"name":"shampoo","slug":"shampoo","term_group":0,"term_taxonomy_id":368,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"}],"authors":[{"term_id":742,"user_id":2,"is_guest":0,"slug":"marion","display_name":"Marion Andrivet","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Marion.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1462","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=1462"}],"version-history":[{"count":6,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1462\/revisions"}],"predecessor-version":[{"id":1471,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/1462\/revisions\/1471"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/1465"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=1462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=1462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=1462"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=1462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}