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'Guys can tell if a girl is taking collagen or not.'

That's the bizarre tagline for a new brand of Japanese beer that claims to make women look more beautiful.

The new collagen-laced brew, created by Japanese liquor company Suntory, boasts a five per cent alcohol content level and claims to have two grams of collagen per can.

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A new collagen-laced brew, created by Japanese liquor company Suntory, boasts a five per cent alcohol content level and claims to have two grams of collagen per can

Collagen is a type of protein found in skin that provides structure, firmness and texture, making people appear more youthful.

As it gets older, the body's reserves of collagen deplete, causing skin to lose firmness and develop wrinkles

Collagen supplements have become popular in recent years claiming to offer the ultimate anti-aging cure.

But before cancel the gym for a night out, Rocketnews24 says the beer is currently on available in Japan's northern island of Hokkaido.

Beauty in a bottle: Japanese beer promises better skin

The company has yet to reveal how effective the beer has been in trials, or how much it costs.

This isn't the first time Japan has tried to pump collagen into people.

Last year Tokyo eatery, Zenyaren, revealed that has begun serving a variety of the meaty treats designed to beat wrinkles.

The grilled skewers of meat come in frozen blocks of collagen gelatin so they can be licked or crunched just like an ice lolly.

Last year Tokyo eatery, Zenyaren, revealed that has begun serving a variety of the meaty treats designed to beat wrinkles. The grilled skewers of meat come in frozen blocks of collagen gelatin so they can be licked or crunched just like an ice lolly

Tokyo skin expert Tatsuto Tamura explains: '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,' he added.

In the US, many restaurants now serve special 'wrinkle free' menus of dishes loaded with collagen.

But the craze has not, however, impressed British skin specialists, and the British Skin Foundation claims that eating collagen does not benefit the skin in any way.

REVOLTING STUDY REVEALS HOW COLLAGEN STRETCHES WHEN PULLED

Using X-ray beams, scientists were able to directly observe the microscopic changes that take place in skin to help it resist tearing during their stomach churning experiments

It is probably the most unpleasant experiment you will read about today: what happens when your skin starts to tear.

Researchers have uncovered the reason why skin is so difficult to tear even when put under extreme pressures, by cutting samples of real skin and attempting to pull them apart.

They found that rather than simply tearing, mammalian skin actually has sophisticated stress resistance properties that prevent holes and cuts from expanding.

Using X-ray beams they were able to directly observe the microscopic changes that take place in skin to help it resist tearing during their stomach churning experiments. 

They discovered that the curly fibers of collagen that make up dermis of the skin straighten and stretch in response to a tear to share the load and prevent further damage. 

The findings help to explain why the thin layer of cells that cover our bodies is able to provide such an effective barrier to the outside world.