Gillette dating research was conducted in order better market shaving products to the college crowd. Interestingly, conventional means of doing market research and promoting the findings were not carried out, for the international razor brand made use of a hookup app and YouTube instead.
Indeed––working with Tinder, Gillette spoke to university-age girls about what they find physically attractive in men, and the majority were not drawn to facial hair. To test this by a method of social science, the company gathered statistics about each swipe that the women would make, scouring the profiles of 100,000 random guys on Tinder. They analyzed beards, stubble and clean-shaven faces and studied their matches and rejections. The Gillette dating research demonstrated that 74% of right swipes went to well-groomed guys, certainly making blades, trimmers and shaving cream all the more appealing to young men.