UPDATE (01.03.2021): Jameson confirmed that this skincare range post was an April’s Fool prank.
What did Jameson do? THAT!😎
We did it – we pranked the nation.🤣🤣🤣
But the jokes don't stop because we've dubbed April to be, "The Jameson Month of Comedy" and we're only getting started with our skits and giggles.
— Jameson South Africa (@JamesonSA) April 1, 2021
Jameson Irish Whiskey has announced the launch of its newly unexpected skincare range dubbed Beatha.
Catered for both Men and Women, is said to be specially crafted to leave the skin hydrated, revitalized, and “twice as smooth”. The products are made using Jameson whiskey, barley (which is beneficial for skin and hair), and “other quality skin ingredients”, Jameson says in a statement.
According to the whiskey brand, the move into beauty comes at a time when the liquor industry has been faced with many challenges on how it can reinvent itself in the midst of uncertainty. Jameson says it has acknowledged the call for the industry to pivot and sees this as “a major game-changer” that it anticipates consumers will be excited about.
“We are incredibly proud of our new Beatha offering which we believe will expand our territory in such a profound manner. Not only is the beauty space one that is ever commercially thriving through demand, it also contributes meaningfully to consumers’ lives which is what we are about as a brand,” says Beatrice Marfleet, marketing manager of Jameson and Irish Whiskeys.
Marfleet adds, “Jameson is also a brand that has a strong base with women and this offering would not only reach them but would ensure that should there ever come a time the industry needed to shut down again, we would always be able to get our brand in the hands of the consumer.”
The Beatha range includes a Restorative Facial Mousse, a Hydrating Facial Oil, and a Beard Oil. Jameson is launching this skin trio with TV host and model Ayanda Thabethe.
“I am super excited to announce my partnership with Jameson that has been months in planning. This skincare range comprises some of my favourite products that I have been using over the years but is different because of our secret ingredients to ensure all my beloved supporters get to experience the Beatha magic,” says Thabethe.