At the beginning, it may have sound like a joke told at a wrong moment. A marketing stroke similar to the Mikado’s viral campaign (cf. Question of DNA, weekly note, 1st February). Although it wasn’t the case, the idea was not less disruptive. After make-up products proposed by Ladurée (delicatessen), here comes Carlsberg (beer) with its beauty line for men that includes a shampoo, a conditioner and a body lotion. The innovation is designed by Urtegaarden, a Dutch company specialized in cosmetics and, of course, fashioned with beer… otherwise where would be the brand consistency?
Suddenly, here comes the beer invested of all the conceivable cosmetics virtues: vitamin B, proteins, hydration, silicon, brilliance… without forgetting the unmistakable ‘grand-ma trick’ to wash hair and bring a touch of credibility or feed the storytellers. The product range of ‘Carlsberg Laboratories’ – named ‘Beer Beauty’ – is sold on the brand’s website and shops, so as during the events that will be organized to promote its innovation.
The transition from the world of beer to the one of beauty was not easy to imagine 5 years ago. Now, it is much easier. The will to find the most unexpected partnerships has become the marketing hobby of numerous brands today. They have the necessity to make themselves conspicuous in a world not necessarily less competitive than yesterday, but where they do need to speak louder to be noticed. Also, today’s consumers expect much more than the products and services that Brands are proposing ‘naturally’.
Originally, consumption was linked to a social class, then to a lifestyle. Henceforth, consumption is considered leisure, between culture and entertainment. To learn something and be astonished have become the two major requirements of contemporary consumers, defying suddenly the Maslow Pyramid…