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.
Read the whole story at Advertising Age »