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Heineken® Silver is taking marketing to the next level by blending two unusual market categories — beer and skincare. In a bid to highlight the ultra-refreshing smoothness of its beer, which is “brewed at -1°C for a refreshingly crisp taste,” Heineken® Silver has debuted The Heineken® Smootheriser, a ‘skin-smoothing’ beauty cream.
This unconventional skincare formulation launched in Asia and the brand has stated that this evolution is not an April Fool’s joke. Designed to “push the boundaries of Heineken® Silver’s DNA,” The Heineken® Smootheriser is packaged in a way that reflects the aesthetic sensibilities of the company. The formulation is expected to hydrate and nourish the skin. The brand notes that “over 1,000 limited-edition boxes are now available exclusively through select activations and giveaways.”
Image Credit: Heineken®
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