Gillette’s razor is being promoted in Australia with a VR experience.

P&G is promoting the Gillette ProShield razor via an in-store virtual reality (VR) experience.

The experience is appearing at Coles stores throughout the country.

Designed by brand experience agency Because, the Gillette ProShield VR Experience aims to give an immersive insight into the new razor through a virtual rollercoaster ride along one of the razor’s yellow lubrication strips, flying around a man’s bathroom then into his bristles on the path of a smooth shave.

“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,” says 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,” he says.

Meredith Cranmer, founder and managing director at Because Brand Experience, says “55 percent of men and 40 percent of women express a strong interest in experiencing VR.

“People are always curious about what they’re going to discover, and intensely focused on the brand experience while taking part.”

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