Tinder were paid by Gillette to perform a study to find out whether women prefer clean shaven or bearded men.
The shaving company worked with the dating app to analyse 100,000 college-age male Tinder users, to determine whether women find facial hair attractive.
The anonymous test found that close-shaven men got 74% of swipes to the right – based on 25,308 US-based Tinder users aged 18-19.
These men got 37% more matches than those with facial hair – based on 100,000 US-based Tinder users aged 18-24
The Proctor & Gamble shaving brand combined this data with vox pops in colleges across America.
The results of this “follicular fact finding” test was published online at shavetest.com, and the brand also created a YouTube video, which you can watch below.
Tinder obviously have huge amounts of incredibly useful data for the marketing purposes of companies and brands – and perhaps this is another way the IAC-owned app plans on bringing in revenue, rather than introducing standard ads.