Wilkinson Sword has launched Quattro, its latest razor for men, and unveiled British boxer Anthony Joshua as the face of its new campaign.
Engineered for protection, Quattro combines four titanium-coated and diamond-coated blades with patented protective grid technology, promising “a smooth, safe shave” and “consistently precise finish”.
A lubricating strip enriched with aloe vera helps reduce irritation, while the ergonomic handle is made from more than 30% recycled materials. It is designed to stand upright on its own after use, to allow for better drainage and drying – keeping the razor cleaner between shaves.
A starter pack of handle and four heads is priced at £15. Heads start at £20 for an eight-pack. Packaging is 90% recycled paper and zero plastic.
Quattro’s launch will be backed by ‘Protect What’s Important’, starring Joshua. The push was “built on the idea that confidence comes from consistently protecting what matters most”, said Wilkinson Sword.
“For Anthony Joshua, that means his craft, his routine and his discipline. In the campaign, he brings his own perspective on setting up for success, self-care, the role of routine and the importance of having the right tools to perform at your best.”
The activity is the new chapter of Wilkinson Sword’s ‘Blade Masters’ platform launched in 2024.
“Anthony Joshua is a natural fit for Quattro and for Blade Masters,” said Jonathan Norman, marketing director at Edgewell Personal Care, owner of Wilkinson Sword. The former heavyweight champion represented “discipline, precision and confidence, which are qualities that sit at the heart of this campaign and the new Quattro range”.
Joshua added: “Confidence is key to having a champion’s mindset, but it has to be built on something. For me, confidence comes partly from doing the work and sticking to your routine and your goals. Wilkinson Sword is a legendary brand, and I really connect with its Blade Masters identity.”
No comments yet