Fan Razor | Gillette® (2024)

FAQs

Who's slogan is the best a man can get? ›

The campaign title is a play upon a notable past Gillette ad slogan "The Best a Man Can Get", which dates back to the 1980s. The Best Men Can Be is an attempt to address negative behavior among men, including bullying, sexism, sexual misconduct, and toxic masculinity.

The legend about Gillette is that he realized that a disposable razor blade would not only be convenient, but also generate a continuous revenue stream. To foster that stream, he sold razors at an artificially low price to create the market for the blades.

The Best A Man Can Be.

P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash writedown of Gillette.

In the latest fiscal year, sales in P&G's grooming segment fell about 3% to $6.42 billion while profit slipped 2% to $1.46 billion. The segment includes Gillette razors for men, Venus razors for women and Braun electric shavers. It is the smallest of P&G's segments, accounting for about 8% of its annual sales.

In case you somehow haven't heard, Gillette recently released an ad that stirred up some controversy. The ad goes to great lengths not to mention razor blades, but to condemn “toxic masculinity,” which is a term used to describe the unsavory elements of masculinity (but not masculinity as a concept).

As the months passed, P&G has experienced the ups and downs since the Gillette ad's rude awakening. On April 23, 2019, while the S&P 500 closed in on a new high, the PG stock value dropped 3% while still outrunning earnings and revenue forecasts. But while general sales had grown 5%, Gillette's sales had dropped 1%.

The marketing team at Gillette obviously thought that appropriating their slogan from: “The Best A Man Can Get”, into: “The Best Men Can Be”, was a nifty way of weighing in on a social justice issue that would place them upon the viral pedestal of online moral virtue.

Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G).

King Camp Gillette (born January 5, 1855, Fond du Lac, Wisconsin, U.S.—died July 9, 1932, Los Angeles, California) was an American inventor and the first manufacturer of a razor with disposable blades.

Who is the face of Gillette? ›

Raheem Sterling has been confirmed as the new face of Gillette, taking him another step closer to becoming English football's biggest commercial earner since David Beckham.

If you look closely, you'll notice that they intentionally redesigned a clear distinction between the letter 'G' and 'i'. By drawing a sharp line between them, giving the logo a unique mark. This precise cut appears to have been carefully removed by a razor with an exceptionally sharp Gillette blade.

But underneath the controversy lies something much more important: signs of real change. On January 13, Gillette released a new ad that takes the company's 30-year-old slogan, “The Best a Man Can Get,” and turns it into an introspective reflection on toxic masculinity very much of this cultural moment.

It was a man named King C. Gillette who worked it out. King Gillette created his first safety razor blade specifically to bring the qualities of the barber's shave into the home.

Procter & Gamble said Gillette sales haven't budged after its controversial #MeToo ad – but it's calling the campaign a big success.

Preachy and Inauthentic? While the professors offered praise for the ad, there has been a social media backlash. Detractors have denounced Gillette's approach as preachy and inauthentic, a desperate attempt to gain sales in the face of increased pressure from low-cost competitors Harry's and Dollar Shave Club.

Gillette's 'toxic masculinity' ad via Grey New York haunts P&G as shaving giant takes US$8 billion writedown – Campaign Brief.

Summary. Gillette is part of The Procter & Gamble Company. They spent over $100 million on advertising in digital, print, and national TV in the last year. They invest in premium ad units and advertised on over 250 different Media Properties in the last year across multiple Media formats.