Gillette has expanded into virtual reality (VR) for its ProShield razor launch in Australia.
Participants in the VR experience will find themselves on a virtual roller-coaster ride on a lubrication strip and flying around a man shaving in his bathroom before digitally finding themselves landing among his bristles.
The campaign launched on 15 February and Gillette will tour the campaign across supermarkets hoping to attract men through the amusing advertising.
This is not the first time the brand has delved into VR to attract digitally-forward customers.
In March 2016 the launched the Gillette Clinical Clear Gel Pressure Chamber, another immersive VR experience, which took customers canyon swinging and slacklining in the name of dry skin.
Brands have been eager to jump on the augmented and virtual reality bandwagon, and as more and more are partnering with developers in a bid to create the most compelling content.
“A lot of Australian men still don’t give much thought to their choice of razor or quality of shave, often just opting for lower priced disposable razors,” said Ryan Edwards, Assistant Brand Manager for Gillette at P&G.
“We wanted to find an original way to really stand out and disrupt their shopping auto-pilot. Virtual reality delivers that in abundance.
“It’s a brilliant way to entertain and educate our target audience with something totally different in the market.”
Gillette's latest campaign conveniently comes at a time when research shows that Australian men tighten their purse strings when it comes to grooming products.
According to Euromonitor, Australian men spend just $3.30 on cosmetics annually, a tiny amount in comparison to South Korean men who spend $39 each.
