THE WHAT? Procter & Gamble-owned Gillette has announced the return of the Gillette Gaming Alliance, which introduces 11 stars, including Formula 1 star Lando Norris, as streamers.
THE DETAIL The third year of the program, Gillette is expanding its global approach with streamers from across the world.
The streamers will be creating custom content for their specific regions on platforms such as Twitch and YouTube. Other streamers include Elded, Papaplatte and Locklear.
Gillette has advanced the Gillette Gaming Alliance this year, with members of the alliance co-streaming together in smaller groups and sharing audiences at various parts of the year.
As part of the deal, the 11 streamers will talk about their shaving routines and personal style, as well as promote some of Gillette’s new products including ProGlide, SkinGuard and the sustainable shaving line Planet Kind.
THE WHY? The cross-industry collaboration between beauty and personal care with gaming has heated up in recent years.
P&G Global Brooming CEO Gary Coombe highlighted the popularity of gaming, and its recent explosion. He stated, “it continues to explode in popularity, especially through the challenges of the pandemic.”