At supermarkets and pharmacies across Australia, Procter & Gamble recently launched an in-store experience that shows off its newest Gillette razor in virtual reality.
While the virtual reality simulation is set in a bathroom and features a man shaving, it offers much more than a look into this everyday ritual. Viewers are taken on a virtual reality roller coaster ride on a yellow lubrication strip that takes them meandering throughout the interior environment. On this ride, consumers are able to get an incredibly close look at the kind of shave this new Gillette ProShield razor is said to offer.
As Ryan Edwards, the assistant brand manager for Gillette at P&G describes: "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. We wanted to find an original way to really stand out and disrupt their shopping auto-pilot." The Gillette ProShield VR experience offers a unique way to educate and inform shoppers all at once.