A new advertisement from razor brand Gillette is taking aim at “toxic masculinity.”
The ad changes Gillette’s iconic slogan to – “Is this the best a man can get? Is it?”
“As a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man,” Gillette said in a statement. “From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.”
Gillette plans to donate $1 million per year to nonprofits with programs that help men become role models, for the next three years.
Procter & Gamble now owns Gillette. However, the “World Shaving Headquarters” is still in Boston.