Gillette's In-Store Experience Takes People on a VR Roller Coaster Ride
Laura McQuarrie — February 28, 2017 — Marketing
References: gillette & eventmagazine
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.
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.
Trend Themes
1. VR Shaving Simulators - Virtual Reality experiences in-store offer a new way to demonstrate product features and compete for attention.
2. Interactive In-store Experiences - Interactive in-store experiences, including VR, can disrupt traditional retail environments and enhance engagement with products.
3. Product Education Through VR - Using VR to promote and educate customers about product features can be a unique and memorable way to stand out in the market.
Industry Implications
1. Consumer Goods - Consumer goods companies can utilize VR technology to offer immersive in-store experiences that compete for consumer attention and loyalty.
2. Retail - Retailers can utilize interactive in-store experiences, such as VR simulations, to enhance customer engagement and disrupt traditional retail environments.
3. Marketing and Advertising - Marketing and advertising companies can utilize VR technology to create memorable and unique product demonstrations and activations.
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