There are lots of weird and wonderful beauty techniques out there – but drinking beer is not normally recommended as the secret to youth.
Japanese beer company Suntory has launched a beer which it claims will make skin look smoother and more youthful because it contains collagen.
The 5 per cent beer – called Precious – contains 2 grams of collagen and is aimed at female drinkers.
In an ad for the beer (see below) comedian Ken Watabe claims: “Guys can tell if a girl’s taking collagen or not.”
The beer is currently only available in the northern island of Hokkaido.
This is not the first time consuming collagen has been marketed in Japan. Last year a Tokyo restaurant sold meat skewers encased in blocks of collagen gelatin.
Tokyo skin expert Tatsuto Tamura said: “This has been popular in Japan for generations although only now is it becoming mainstream and known in the West too.
“People here seek out collagen-enriched foods such as chicken, pigs’ feet or shark fin because they believe it will help their skin.”
However, according to the British Skin Foundation, there is no evidence that eating or drinking collagen benefits the skin in any way.