Dutch lager Heineken Silver has launched a “skin-smoothing” beauty cream, taking an unconventional approach to brand engagement. The unexpected product taps into the popularity of skin care and the rise in self-care routines — underpinned by a shift in lifestyle choices and technological advancements. Heineken Smootheriser cream will be available to consumers in Cambodia and Taiwan, co-launching with the official launch of Heineken Silver beer in the Asian market. Over 1,000 limited-edition boxes will be available exclusively through select activations and giveaways.
