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MEDIA RELEASE: Love Beer? Now, It Will Make You Look Beautiful

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June 24, 2015 by 250 Beers

When I first started blogging I had absolutely no idea that my email inbox would end up bulging like a bulging bulge with media releases or press releases. 99.9% of them are dragged swiftly to the trash can (or rubbish bin depending on your origins).

This here blog is Brisbane based in case you didn’t know. I like to harp on and promote this here lil’ city and the beer and bars within and around. I elect which media releases cut the mustard and make the grade. Bloody hell…what a great saying. Has anybody ever literally tried cutting mustard? Sounds messy.

Some releases may not necessarily relate to Brisbane but instead may involve beer in Australia and so I see fit to publish.

Others, like the one below, are sent from so far away that I publish just for a hoot.

This one from Carlsberg – yes they sent it to me for some reason – came all the way from a PR firm in Copenhagen. Not only is it the media release that has travelled the furthest to my bulge but it’s also the most ridiculous!

I say ridiculous not because of the concept. For example, Green Beacon Brewing Co in Brisbane have successfully produced their beer soap for some time now. No, this is ridiculous because Carlsberg are claiming that their “series of male grooming products made from real Carlsberg beer” will give “beer-loving men a manly route to handsomeness“.

Famed for their ‘Probably the best beer in the world’ ad campaigns, the accompanying email contains this sentence…

With 0.5 liters of real Carlsberg beer in each product, the Beer Beauty series might just help make, well, probably the most beautiful men in the world.

YEAH, PROBABLY!!!

Make your own mind up…

Media Release:

Love Beer? Now, It Will Make You Look Beautiful

Carlsberg_Beer_Beauty_MoodCopenhagen-based brewery, Carlsberg, has created a series of male grooming products made from real Carlsberg beer to give beer-loving men a manly route to handsomeness

It is a fact that the main ingredients in Carlsberg lager – barley, hops & yeast – are rich in Vitamin B and Silicium – both of which are said to have beautifying properties for both hair and skin.

“Every day, we work with ingredients that not only taste great, but which could also help to make probably the world’s most beautiful men” says Lene Mølskov Bech, Senior Regulatory Lab. Manager. “So of course we had to give it a go!”

A survey conducted by Epinion about men’s grooming habits in the UK showed that 65% of men are daily groomers. Even though more than half the men surveyed spend over 15 GBP a month on grooming products, close to half still use their girlfriends’ or wives’ grooming products on a weekly basis.

“People sometimes say that men don’t care too much about grooming, but the survey tells a different story. Men do care about looking good, but they often seem to lack alternatives to the more female-friendly beauty options available. And what better way to give them just that, than to introduce a grooming series made from beer?” says Zoran Gojkovic, Director of Research, Carlsberg Laboratories.

The Epinion survey confirms Zoran Gojkovic’s assumption. In fact, half the men surveyed missed having grooming products that are made specifically for men.

Each product in the Beer Beauty series contains 0.5 litres of real Carlsberg beer. Carlsberg Brewmaster Erik Lund explains: “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.”

The Beer Beauty series had been developed by Carlsberg Laboratories, the Research and Development arm of Carlsberg Breweries, together with cosmetics producer Urtegaarden.

The limited edition beauty series will be available at www.thirstforgreat.com and through special events and consumer promotions.

Learn more about beer and beauty at www.carlsberg.com/#!beer-beauty

Fun Facts about Men and grooming in the UK

The survey is conducted among UK men age 18-40

• 65% of UK men are daily groomers.

• 98% of UK men grooms at least 1-2 times a week.

• 58% of UK men spend more than 15GBP a month on grooming products

• 23% of UK men spend more than 35GBP a month on grooming products

• 40% of UK men use their girlfriends’/wives’ grooming products on a weekly basis

• 43% of UK men who drink Carlsberg miss grooming products made especially for men

• 67% of UK men who drink Carlsberg would buy grooming products made from beer

-ends-

 

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