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Gillette Pays Tinder To 'Test' Facial Hair Appeal
- Advertising Age, Monday, January 19, 2015 9:29 AM
It's not entirely un-self-serving, to put it mildly. Gillette paid dating app Tinder to test whether unkempt facial hair is as desirable as a clean-shaven or well-groomed face. Guess which won. The Procter & Gamble razor brand tapped Publicis-owned MRY to help promote the results on a website at Shavetest.com. While Gillette didn't buy ads on Tinder, P&G paid Tinder for its role, and is now pushing the results through a website and YouTube video.
