Safety razors company Gillette and gaming peripherals brand Razer have teamed up to launch a limited-edition series of Razer-branded grooming products.
Consumers will be able to purchase the GilletteLabs with Exfoliating Bar razor equipped with Razer’s triple-headed snake logo and acid green trademarks. Products will be sold both online and in stores, starting from the end of August.
Additionally, gamers and fans will be able to engage with both brands through the Gillette Gaming Alliance and Razer’s influencers at Gamescom 2023, taking place in Cologne, Germany from August 23rd to August 27th. Razer and Gillette cited that the companies will also be present at the ‘largest gaming events in the world’.
Gillette and its products have held a strong presence across many sectors, notably through commercials during major sporting events and activations at festivals. However, the company has also hosted a variety of esports tournaments in games like BGMI and Fortnite, among others.
According to a release, whilst both brands have never officially collaborated, the two brands have ‘long had an admiration for each other’. Earlier this year, an April Fool’s Day video by Razer teased a shaving mouse to the community – a nod to the potential partnership, according to a release. The video generated significant momentum, which helped bring the Razer-Gillette collaboration to life.
“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 that everyone recognizes in both gaming and technology. We’re thrilled to elevate the shaving and gaming experience through this exciting venture, marking a new step for us in gaming culture.”
When asked whether the two brands are planning to make other collaborative products in the future, Ordonez told Esports Insider: “Right now, we are focused on delivering the best product for our gamers and fans.
Gilette has been actively engaging with the esports and gaming community through its Gillette Gaming Alliance roster of streamers. Now in its fifth consecutive year, the Gillette Gaming Alliance looks to reinforce the brand’s commitment to the gaming community by creating a team of streamers selected to represent the brand and create content for audiences.