Raymond, an India-based company with a global presence has developed a line of beer shampoos specifically for the male grooming market that it says, will be the first line of its kind.
"The beer shampoo is India's only such product made within the country," says Anil Kulkarni, business director at Raymond's FMCG arm JK Helene Curtis.
The prospect of beer shampoo gave food for thought three years ago when celebrities like Catherine Zeta Jones revealed it to be amongst their top home grown beauty secrets.
Since then, Kulkarni says Raymond has been experimenting with beer formulations on a small level, but this is the first time such a product will be mass marketed in India.
A first for the Indian market...
The new line features the two basic ingredients found in beer - malt and hops, both are said to bring elements of nourishment and strength to the hair, due to their high protein content levels.
According to Kulkarni, the beer infused line will be launched under the company’s Park Avenue brand and anticipates it as making a considerable mark in the Rs 3,000-crore male grooming market.
“Rural consumption of shampoo is still only 20 percent of overall category sales, leaving huge potential for growth - this could well be the Axe of shampoos," he adds.
With so many cosmetic brands already jostling for space on the Asia-Pacific market, Kulkarni says the company knew it had to create a niche by launching differentiated products with unique packaging.
"With the Park Avenue brand we are at least making that attempt, this product will be targeted at the stylish young Indians, who want to groom themselves with innovative products," he explains.
The 25-year-old brand Park Avenue's existing male grooming range includes deodorants, soap, face washes, shaving gels, after shave lotions and hair creams. It is the first time the brand is being extended to shampoo.
The benefits of beer
The remedial powers of beer sediment were discovered in ancient Egypt over 4,000 years ago. In recent years, more and more cosmetic companies have been looking into it's benefits for their formulations.
Recently, German company Dayenne claimed that brewer's yeast - Saccharomyces cereviseae - may be used in biological cosmetics to maintain a balanced pH level and to combat acne.
The company having has used yeast in its cosmetics for over 20 years, claimed that the funghi not only helps acne sufferers, but also provides the skin with a healthy 5.0 pH-mark (the acid protection measure of the skin's hydrogen concentration).