Party animals often claim that they've experienced the "beer goggles" effect on a night out. However, what if the alcohol you drank made you more "beautiful" instead, rather than enhancing those surrounding you?
Well, one company claims to have invented just that! Japanese brewing company Suntory Holdings Ltd., has launched "Precious," a light beer targeted predominantly at women. The drink is said to contain two grams of collagen in each can, and it has 5 percent alcohol strength.
The commercial launched with the announcement employs famous Japanese faces, including comedian Ken Watabe and model Anne Nakamura.
In the video, the male comedian tells the girls that "guys can tell if a girl's taking collagen or not," according to RocketNews24, a site specializing in Japanese and Asian news.
Unfortunately, for anyone keen on taking a sip, the "booze (that) makes you more beautiful" is only being rolled out in Hokkaido, Japan, for now, to see how successful it is in the market.
Maintaining a youthful and aesthetically appealing look is very important in Japanese culture, with a number of women choosing to study the art of being a Geisha, which can take six years.
This product could prove successful, as collagen is very popular in Japan, with many supermarkets and restaurants selling foods high in collagen.
It's not just Japan, either. In Malaysia, the Bone & Pot steamboat restaurant (Yau Guat Hei), sells a signature dish called "Collagen Soup," using cubes of collagen jelly shipped from Japan, which the business claims is perfect for "beauty & confidence."
Collagen is a fibrous protein that makes up part of the connective tissues in our bodies. The body needs collagen as it helps with skin elasticity and for "looking youthful." However, as we get older, the production of collagen in the body slows down.
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But can ingesting collagen really be that good for you?
In 2006, Naoya Matsuda of the Hirosaki University School of Medicine and others published a paper on the "effects of ingestion of collagen peptide," which suggested that ingestion of collagen peptide could improve "the mechanical strength of the skin" and reduce skin injury; however further research was needed.
However, sufficient evidence to demonstrate that ingesting collagen is beneficial has yet to be seen. Many have come forward saying that eating collagen will not have any skin benefit, including the British Skin Foundation. In 2011, scientists came out and said that collagen creams were a waste of money, when it comes to reducing the appearance of wrinkles.