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Is Gillette right to change its tagline?

In the wake of the #MeToo and Time’s Up movements, our collective consciousness is arguably shifting. Gender stereotypes are being placed under a microscope, and we’re increasingly thinking about the impact toxic masculinity has on both men and women.

It seems very timely, then, that Gillette would reinvent its classic tagline: The Best A Man Can Get – which was launched 30 years ago to –  The Best Men Can Be.

The brand writes: “Turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity.”

Gillette appears to believe brands have a responsibility to do better, and says: “From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.” The result? This advert…

The ad challenges certain stereotypes of masculinity – like “boys will be boys” and men catcalling women on the street – and turns them on their head, showing how damaging and unacceptable they can be. The new tagline has been altered to: The Best Men Can Be.

Gillette is also pledging to donate $1 million (£780,000) per year for the next three years to US non-profit organisations “designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation.”

The advert is a powerful one, and the fact Gillette is making an effort to tackle the structures of masculinity, has resonated with many.

However, not all of the reaction has been positive. For some, the advertisement rings a little hollow, and is just a way for a company to cash in on a hot button topic. Others believe there is no such thing as ‘toxic masculinity’ and the issue is being overblown.

What do you think? Are attitudes towards masculinity changing, and is Gillette right to change its tag line? Share your views in the comments below 

Is Gillette right to change its tagline?

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Pwilly
9th Feb 2019
0
Thanks for voting!
Oh for goodness sake. If it's offensive why not put a picture of a female leg, or a hairy arm pit, saying "the best a girl can get??""
viking
5th Feb 2019
0
Thanks for voting!
Done a good job, PR firm whoever you are.
Gillette is in your face once again.
Is this an American firm or British ?
Could do with some sparkling innovation right now.
Why has'nt the fem movement joined in on this one yet??
Catton
30th Jan 2019
0
Thanks for voting!
Who really cares ! Men know what razor suite them best and a new tagline is not going to change them.
RichardA8
24th Jan 2019
4
Thanks for voting!
Utter tosh---"snowflake speak", politically correct bilge.-----and these idiots have even surpassed this clap trap , because they now refuse to identify with any gender----so there are no longer any men or women , just "persons". I am going to continue being a man, with all the faults that go with it thank you very much--------Pass my razor----- and get the kettle on-------.
Yodama
19th Jan 2019
0
Thanks for voting!
Very commendable, a good thing that they are trying to make things right.
But what do we say about the women who use Gillette to shave their legs?
PatriciaK91
19th Jan 2019
2
Thanks for voting!
They are just trying to sell razors, as most men have beards these day, I think the slogan should stay as it was
Bald123
18th Jan 2019
2
Thanks for voting!
I use Bic razors-they are cheap and do the job well. Should Gillette change their slogan? If I was them I would keep it as it has always been-it is memorable. What is the new one then? "The best a person can get"
Suze q
17th Jan 2019
3
Thanks for voting!
The best a man can get Gillette razors stop messing around and leave it as it is after all are Gillette razors now not the best
Wilf
18th Jan 2019
1
Thanks for voting!
Not as good as Wilkinson Sword Suze!
Suze q
18th Jan 2019
0
Thanks for voting!
Will need to put that to the test Wilf is it Gillette or is it Wilkinson now there is a question
Alicia
17th Jan 2019
1
Thanks for voting!
Complete piffle ! 🙁
jeanmark
17th Jan 2019
4
Thanks for voting!
How cynical to believe things only change to response to being PC or to increase sales of a product. What is wrong in trying to change the outdated perception of the role of men and women in society?
IanH61
17th Jan 2019
2
Thanks for voting!
Jumping on a bandwagon in the hope of selling razors, tut.
Bald123
18th Jan 2019
3
Thanks for voting!
Agreed it is all just a PR idea-well it seems to have worked as The Daily Mail was full of it so they have free publicity-this week at least.
Marley444
16th Jan 2019
1
Thanks for voting!
I don't know what all the fuss us about. I think this advert is fine and doesn't cause offence. PC and controversy is taking over the world! Is it just a clever ploy to get in the limelight and try to increase sales because beards are in fashion and sales are down??
ArchieUK
16th Jan 2019
1
Thanks for voting!
Is this another case of PC gone mad,
or,
have gillette bowed down to the femail lobby.
PaulS391
16th Jan 2019
1
Thanks for voting!
I use Wilkinson Sword products myself
Wilf
18th Jan 2019
1
Thanks for voting!
My dad did and so do I. They may be expensive but are British and a fine cut!
Wilf
15th Jan 2019
2
Thanks for voting!
Gillette have been clever as this has got a lot of extra advertising with a bit of controversy-well it was on TV this morning and on Silversurfers now. I suspect their sales are down due to so many men having beards or they like looking unshaved.
viking
15th Jan 2019
5
Thanks for voting!
Surely the real reason is that so many men nowadays are growing beards.
This means that the sales of razor blades and razors in general have plummeted.
Moving on, this in turn means that someone somewhere has received the kick up the ............ Panic sets in, hence the latest.

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