Gillette, the world's largest male grooming company, and Razer, the world's leading lifestyle brand for gamers, have teamed up to launch the ultimate collaboration in grooming and gaming. The two brands, with rich history and tradition within the community, meet at the intersection of design, innovation, and cutting-edge technology to unveil the limited-edition series of Razer-branded GilletteLabs with Exfoliating Bar products.
Set to start rolling out in stores and online at the end of August, consumers will be able to purchase the GilletteLabs with Exfoliating Bar razor, the latest innovation from the Gillette brand, with Razer's iconic triple-headed snake logo and acid green trademarks. Additionally, gamers and fans can engage with the brands at the most significant gaming events in the world and activate campaigns through the Gillette Gaming Alliance roster of streamers and Razer influencers.
"Razer, an elite gaming company, and Gillette, the world's leading razor brand, is not just a naming coincidence," said Daniel Ordonez, Global Brand Franchise Leader for Gillette.
"We've been fans of Razer with its cutting-edge technology for a long time; it's a brand everyone recognises in gaming and technology."
Ordonez continued that Gilette was thrilled to elevate the shaving and gaming experience through this exciting venture, marking a new step for the brand in gaming culture. Gamers and fans worldwide will enjoy the latest collaboration, the perfect combination of form, function, and design.
These two brands have long admired each other, occupying the same spaces in gaming, coming together at events through the years, and discussing the idea of collaborating to provide the gaming community with something they would want and use.
Earlier this year, Razer's April Fool's Day video teased a shaving mouse to the community, a subtle yet fun nod to the potential partnership. The video generated significant momentum, signalling to the two brands that it was a great idea and time to bring the collaboration to life.
"After Razer Razer was introduced on April Fool's Day, we've been inundated with requests to design one. We're excited to give our fans what they asked for," explained Ayesha Durante, VP, Global Head of Marketing at Razer.
"This collaboration between two powerhouses has resulted in a co-created design featuring the best Razer and Gillette, focusing on quality and performance."
The two iconic brands come together under the "Feel Sharp, Play Sharp" platform, highlighting the ethos that when customers feel sharp, they play sharp, whether gaming or in life.
The GilletteLabs with Exfoliating Bar provides effortless shaving in one stroke. With built-in exfoliation technology, this razor is designed to release trapped hairs while the flex-disc contours to the face for Gillette's ultimate shaving experience.
GilletteLabs with Exfoliating Bar has recently surfaced in the most relevant areas in culture for men, including commercials during the world's most significant sporting events and activations at some of the biggest festivals.
Additionally, Gillette has been spotlighting the razor's stylish aesthetic and creating demand amongst early adopters and culture drivers. As a result, the brand is excited to announce the latest GilletteLabs culture disruption and partner with one of the best gaming technology companies on the planet, Razer.
