GilletteLabs makes for an effortless and clean shave: since this summer, the world’s first razor with a cleaning element integrated into the handle has been available, and Gillette is also offering a lifetime warranty on it for the first time in the German-speaking market. Thanks to the innovative razor, shaving is transformed from a chore into an effortless pleasure, and you can get into the flow in the morning. GilletteLabs also brought this flow to Gamescom – and from there into the Cologne night sky.

In lofty heights

Together with an experienced aviation company, GilletteLabs let the sky over Cologne glow in neon green colors to kick off Gamescom on August 24. Around 200 drones took off from the Tanzbrunnen at around 9:30 p.m. and presented a spectacular light show over the Rhine. As if by magic, images of beards and GilletteLabs razors appeared in the sky and created enthusiastic spectators all over the city.

Together with GilletteLabs and well-known content creators like Julien Brown “itsjulienbrown” and Luis Freitag “luis_freitag_” from the “Elevator Boys”, Luca Heubl “lucahbl” and Felix Arnold “felixxarnold” as well as rap star MoTrip, invited guests were able to watch the spectacle from the water during a get-together on a Rhine ship.

Shaving darling of the gaming scene

Gillette has been successfully involved in the sports and gaming scene for several years. Through partnerships with well-known gamers such as Nico “Sola” Linke or the Berlin Twitch star Kevin “Papaplatte” Teller, the brand was able to present itself authentically in the gaming scene. In the meantime, it’s hard to imagine the community without Gillette as a true gaming love brand. It is therefore only logical that Gillette is also represented as a sponsor at Gamescom 2022. The fact that the trade fair can take place again this year in presence opened GilletteLabs the opportunity for this extraordinary event.

International Gaming Team: Gillette Gaming Alliance

The brand is also on the move internationally in the gaming industry. In fiscal year 2021/22, the Gillette Gaming Alliance (GGA) united thirty of the most successful gamers and streamers from eleven different countries, who provided plenty of entertainment in various games on different platforms. And going forward, Gillette will continue to position itself in the gaming space: Just recently, the brand launched its own gaming channel @GilletteGaming on TikTok. Gamers from around the world show off their skills here and provide entertainment for every gaming fan. Fortnite fans, meanwhile, can play against each other on the specially created Gillette Bed Battles, a map created together with members of the global Fortnite community.

About Gillette:

For more than 120 years, Gillette has delivered precision technology and unrivaled product performance – improving the lives of more than 800 million consumers around the world. From shaving and personal care to skin care, Gillette offers a wide range of products, including razors, shaving gels (gels, foams and creams), skin care, aftershaves. For more information and the latest Gillette news, visit www.gillette.de.

Gillette stands for modern masculinity

Gillette has stood for men and masculinity for generations. That’s why it’s important to use this strong voice to make our contribution to the public discourse on modern masculinity. This also means communicating a more modern, positive view of what it means to be the best version of yourself as a man today. Gillette aims to stand for more, be inclusive and celebrate progressive, modern versions of male role models. With the current campaign, Gillette wants to inspire men to show their best by living out their individuality and being a role model for others.