Japanese cosmetics manufacturer Yanagiya has embraced the gaming trend, drafting in Street Fighter character Guile to act as the face for its latest hair styling product, J-Gel, according to a report published by Kotaku.

The brand’s website carries a fictional ‘special interview’ with the video game personality and a spoof ‘behind the scenes’ shoot featuring Guile in several of his characteristic poses while surrounded by lights and photographers.

Guile ‘reveals’ that the hair gel keeps his do in place during a somersault kick and the Ultra Hard variant is his ‘partner’.