After hitting headlines in January over its toxic masculinity ad, Gillette is tackling gender once again as it swears to embrace and promote inclusive representations of gender in #MyBestSelf campaign.
Gillette sparked a debate about the next generation of masculinity in light of the Me Too scandals when it launched it's 'We Believe: The Best Man Can Be' campaign earlier this year.
Although the ad aimed to simply point out that certain society learned behaviours can be damaging for both men and everyone else, it sparked boycotts, with many criticising the shaving brand for its foray into feminism.
Despite the backlash, Gillette argued it had a legitimate right to speak on the subject as the 'world's largest marketer to men.'
With the belief that, as a brand, it has a right and a responsibility to champion gender rights, Gillette has launched its #MyBestSelf campaign that reinstates the 'Best a Man Can Get' tagline.
To demonstrate that 'The Best a Man Can Get' includes all men, Gillette has released a short film titled 'First Shave' which stars Samson, a real transgender teen, who is being taught how to shave for the first time by his father.
Sat next to his father, Samson talks directly to the camera to discuss his positive feelings since his transition.
In the video, Samson says hes "glad I'm at the point where I'm able to shave."
After his father offers tips and encouragement as Samson shaves his beard for the first time, he tells the camera "I'm at the point in my manhood where I'm actually happy. It's not just myself transitioning, it's everybody around me transitioning."
The onscreen text at the end of the film reads 'whenever, however it happens - your first shave is special.'
The film has been met with a positive response on social media, with many lauding the shaving brand for addressing a subject that resonates so much with the trans community.
As a black trans man who works in advertising, this is... Everything.
This is the kind of work I dream of creating some day.***https://t.co/VTXa6Aw0N0
— sad and boujee (@itsjacksonbbz) 25 May 2019
Gillette says it is taking steps to be more inclusive with how gender is represented in its marketing.
.@Gillette’s new ad shows a father teaching his trans son how to shave. We’re not crying, you’re crying. Bravo to brave companies like Gillette that are paving the way for a more inclusive world! pic.twitter.com/ABwd1k981C — The Mask You Live In (@MaskYouLiveIn) 25 May 2019
Earlier this year, Gillette Veus launched a campaign called #MySkinMyWay, with transgender activist Jazz Jennings and one of the youngest publicly documented transgender individuals in the world as the spokesperson.