The worlds of hair-care and gaming are about to collide in one strange in an entertaining way. Recognized for his outlandish hairstyle, Street Fighter character Guile will now serve as a sort of “spokesperson” and “brand ambassador” for Japanese cosmetic brand Yanagiya’s J-Gel product. In a fictional “interview” with Yanagiya, Guile even opened up about his own hair and explained the significance of this latest move. “If my hairstyle is disturbed, I am conscious of correcting immediately,” says the fictional Street Fighter star. “A disturbed hairstyle leads to disorder of the heart. It’s not cool.” Thanks to Guile and Yanagiya, video game and hair-care enthusiasts now have some new allies in the fight against “disturbed hairstyles” and “heart disorders.”

For those interested, you can test out Guile’s advice by picking up Yanagiya’s J-Gel online or at select Asian retailers.