Hipster beards posed a serious threat to Gillette’s traction with millennials.
College guys were shaving less and less and felt they were staying on trend.
But college women told us that they preferred a clean-shaven look. So we partnered with Tinder to put facial hair to the test and found that a well-groomed guys got more right swipes. We took our results to college campuses so that guys could see for themselves that women were more attracted to beardless men.
Our Tinder Test was a PR smash and increased Gillette’s relevance and purchase intent within a key demographic.