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Gillette Looks at How Shaving Behavior Affects Kissing

Posted: January 17, 2013

With signs pointing to stubble as the culprit in the decline of kissing, Gillette is asking America to weigh in by launching a nationwide Kiss & Tell live experiment. The Kiss & Tell live experiment will travel to 15 U.S. cities to find out if women prefer to kiss stubble or smooth shaven skin.

Kicking off with simultaneous events in both New York and Los Angeles, the nationwide experiment asks real-life couples to put a recent study to the test by making out in-person—with and without stubble—to discover which facial hair style women truly find more kissable.

A recent telephone survey of 1,080 women fielded by Braun Research Inc. from November 27–December 4, 2012 (with a margin of error of +/-3% ) revealed that nearly one out of three women have avoided kissing a guy because he had facial hair and that more than half of women have experienced facial scraping or irritation after kissing a guy with facial hair. More than half of those women surveyed said they have gone so far as to either avoid getting intimate or breaking up with him as a result. In addition, the survey showed that 41% of women are more likely to kiss a guy more often and more intensely if he is smooth shaven.

“Kissing is a crucial part of relationships. It signifies intimacy between two people and is the starting point to building a meaningful connection and a longer-lasting intimacy,” said Gillette spokesperson Marni Kinrys, dating expert and the founder of The Wing Girl Method. “While stubble can be a good look on some men, waking up with facial skin discomfort or even a slight stubble burn is a less desirable side effect for their partner.”

Through February 6, 2013, women and their stubbled guys are invited to participate in the Kiss & Tell live experiment in-person—first kissing with stubble, then shaving on-site, then kissing without—to reveal what women prefer. Actress Nikki Reed will be on hand to get the sparks flying in New York, with singer and songwriter Keri Hilson putting her kiss to the test at the Los Angeles stop. In addition, television personality Kristin Cavallari will join in Chicago and Adrienne Bailon will discover kissability in Miami.

“Men would agree that the best kind of chemistry sparks from a kiss,” said Elliott Wilke, brand manager for Gillette. “With many men shaving less frequently due to sensitive skin discomfort, we want to give women a chance to speak up about how this rise in stubble might be impacting the kiss.”