@ProcterGamble’s @Gillette paid @Tinder, a popular dating app, to test a self-serving theory that more women prefer men who are well-groomed or clean-shaven to those with unkempt facial hair. Gillette worked with Tinder to anonymously analyze 100,000 male Tinder users to see which group (unkempt vs. well-groomed/clean-shaven) received the most likes. The study found that well-groomed/clean-shaven men received 74% more likes and 37% more matches. Gillette promoted the results on the website shavetest.com and a YouTube video. Gillette said they chose Tinder because it primarily has a college audience which is where their user is right now. - Link

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