Gillette asks men to reexamine what it means to be the best

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Gillette asks men to reexamine what it means to be the best

Gillette is putting a new emphasis on its “The Best A Man Can Get” tagline.

The Boston-based men’s grooming company, which is part of the Procter & Gamble portfolio of brands, wants to take a new approach to what it means to be the best, portray those ideas in a modern way, and celebrate the stories of men making a positive impact.

“Gillette believes in the best in men,” Gary Coombe, president of P&G global grooming, said. “By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”

As part of this new initiative, Gillette will roll out a new campaign and charitable program with a short film titled,“We Believe.” The film begins with a compilation of actions typically associated with “toxic masculinity,” and showcases examples of how men can take actions large and small to create meaningful exchanges between themselves, their loved ones and peers to set the right example for the next generation of men.

In addition to the film, the company is donating $1 million a year for the next three years to nonprofit organizations that execute programs within the United States that are designed to help men of all ages achieve their personal best.

Gillette also wants to deliver and inspire more respect and foster inclusivity for all genders, races, religions and orientations; accountability to end the use of such phrases as “boys will be boys” and the justification of bad behavior; and role modeling that inspires women to create new standards for boys to admire.

“As the world’s largest marketer to men, we knew that joining the dialogue on ‘modern manhood’ would mean changing how we think about and portray men at every turn,” Coombe said. “As a starting point, and effective immediately, Gillette will review all public-facing content against a set of defined standards meant to ensure we fully reflect the ideals of respect, accountability and role modeling in the ads we run, the images we publish to social media, the words we choose, and more. For us, the decision to publicly assert our beliefs while celebrating men who are doing things right was an easy choice that makes a difference.”

The brand's first partner in this initiative is The Boys & Girls Clubs of America. Gillette also is asking consumers to visit its website and share their own individual stories on social media by tagging the brand's handle.

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