Beer, famously good for your hair, so why not for your face too? Well, Heineken’s Smootheriser makes the case that beer for the belly is good enough for the hair, and can be great for the face too. Developed in-house and launching in Taiwan and Cambodia, the Smootheriser uses the same quality hops and barley as its alcoholic counterpart – but instead of working your liver, it hydrates your skin.
What first started as an April Fool’s Joke actually spun off into a full-fledged product development exercise. I’m not kidding – Heineken’s own press release says “This isn’t an April Fool’s Joke.” The Heineken® Smootheriser will launch in Cambodia and Taiwan, coinciding with the beverage company’s marketing of Heineken Silver – its premium beer offering. I guess (facial) beauty really is in the eyes of the beer holder.
Designer: Heineken
It’s not entirely clear if the skin cream will be a limited-edition offering or something Heineken will develop continually for the near future – but the cream is a way of drawing attention to Heineken Silver – one of the company’s most popular beers. Brewed at -1°C for its signature crisp taste, Heineken Silver has a fairly large fan-base… and if the company can also get the same people to keep their skin looking flawlessly moisturized, I guess that’s a win for everyone. The launch in Asia hopes to tap into the massive skincare-enthusiast market in the region, providing a premium product made using the same high-quality ingredients as their beer.
Heineken obviously gets the fact that announcing this on the first of April comes with its level of extra skepticism. I went through the press release multiple times too – but I guess you have to take a company on its word when it does specify it in a press release. After all, sometimes jokes can have a pretty adverse impact on a company’s valuation in the stock market – remember Volkswagen teasing that they were rebranding to Voltswagen?
The Smootheriser, arguably, feels much better-planned. It’s sure to make people laugh, then become actually curious, and hopefully relent. Maybe Heineken should launch a beer-flavored Lip Gloss next?!
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