Raheem Sterling Returns As The Face Of Gillette Labs | The Drum.

The ad is not “shaving away masculinity” as Fox suggested. It's just saying that men can choose to go against peer pressure that tells them to act like “real men” through fighting or harassing people, to instead act like "real men" by respecting their peers and treating women like people too.

Gillette's sales following the commercial were “in-line with pre-campaign levels,” P&G CFO Jon Moeller said on a call with reporters Wednesday. Its subscription business, Gillette Shave Club, continued to grow sales and add new subscribers.

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).

Thirty years ago, we launched our The Best A Man Can Get tagline. Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve. But turn on the news today and it's easy to believe that men are not at their best.

A voiceover asks “Is this the best a man can get?” The answer is no, and the film shows how men can do better by actively pointing out toxic behavior, intervening when other men catcall or sexually harass, and helping protect their children from bullies.

There had to be a way to bring the barber's chair into the bathroom. A man named King C. Gillette worked this out. King Gillette created his first safety razor blade specifically to bring the qualities of the barber's shave into the home.

A Gillette advert which references bullying, the #MeToo movement and toxic masculinity has split opinion online. The razor company's short film, called Believe, plays on their famous slogan "The best a man can get", replacing it with "The best men can be".

Gillette's sales following the commercial were “in-line with pre-campaign levels,” P&G CFO Jon Moeller said on a call with reporters Wednesday. Its subscription business, Gillette Shave Club, continued to grow sales and add new subscribers.

The razor-razorblade model is a pricing strategy in which one good is sold at a discount or loss and a companion consumable good at a premium to generate profits. Intellectual property protection and contracts give firms a competitive advantage as competitors are inhibited from mimicking their consumable goods process.

Gillette introduced the world's first 5-blade razor, called the Fusion, during 2005–2006, marking the company's first launch after the P&G acquisition. By 2010, the Fusion was the world's highest selling blade and razor brand, reaching $1 billion in annual sales faster than any prior P&G product.

Sales of shaving equipment and shaving products Gillette generates income from selling razors, including disposable, safety, and electric shavers. They also sell replacement blades for razors and accessories such as shaving creams, gels, and aftershaves.