Heineken ventures into beauty with launch of skincare cream
This beauty cream is inspired by the ultra-refreshing smoothness of Heineken Silver beer.
ASIA – Heineken, a Dutch multinational brewing company, has launched The Heineken Smootheriser, a skin-smoothing beauty cream inspired by the ultra-refreshing smoothness of Heineken Silver beer.
The cream is infused with the same quality barley and hops that give Heineken Silver its signature crisp taste.
It is packaged in a premium formulation designed to hydrate and nourish the skin.
The Heineken Smootheriser is set to be launched in Taiwan and Cambodia, timed with the official debut of Heineken Silver in Cambodia.
However, according to the company, more than 1,000 limited-edition boxes of the cream are now available exclusively through select activations and giveaways.
Nabil Nasser, Global Head of the Heineken Brand, stated, “The Heineken Smootheriser is not just about jumping on the latest trends.”
“It’s about Heineken’s move to blend humour, innovation, and cultural relevance to create a memorable crossover that gets people talking, whether they’re into beer, skincare, or both.”
This unexpected creation taps into the rising popularity of skincare and the self-care movement, offering a playful and disruptive approach to engage a broader audience.
Meanwhile, Heineken recently established its first Global Generative AI Lab in Singapore, signifying a remarkable progression in its digital transformation endeavors.
This strategic move was developed in collaboration with AI Singapore, a hub known for its cutting-edge AI ecosystem and exceptional talent pool.
The lab’s creation aligns with Heineken’s vision of harnessing generative AI to innovate and optimize business processes globally.
The lab will focus on crafting scalable AI solutions across multiple functions, including automated marketing content creation, intelligent financial reporting, and next-generation customer support systems.
FY 2024 results
Recently, the company posted an 8.3 percent increase in annual organic operating profit for the 2024 fiscal year, reaching €3,517 million (US 3.6B).
The results exceeded analysts’ expectations of 5.3 percent growth and surpassed the company’s own forecast of up to 8 percent.
Total revenue grew organically by 5.0 percent to €35,955 million (US 37.3B), driven by strong performance in the beer category and continued investments.
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