Boxing superstar fronts Wilkinson Sword’s Blade Masters
BRITISH boxing superstar Anthony Joshua has been revealed as the new face for Wilkinson Sword to help launch the brand’s new Quattro 4 Blade.
Joshua marks the latest star to be named as the brand’s Blade Master as Wilkinson Sword said it looks to establish a new chapter for its range through its latest launch.
As part of the Blade Masters initiative, Joshua will relate his own focus, precision and champion’s mindset to the Quattro razor and how it can help set him up for success and self-care as part of his routine.
Speaking on the campaign, Joshua said: “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. It is defined by its mastery, and I like to think I’ve dedicated the same discipline towards my own craft.”
Engineered for protection, the new Wilkinson Sword Quattro 4 blade combines four titanium and diamond coated blades with a patented protective grid technology to deliver a smooth, safe shave. Users can also benefit from its lubricating strip enriched with aloe vera to help reduce irritation.
Furthermore, the razor features a unique self-standing handle, marking the only one of its kind in use says parent firm Edgewell Personal Care, that has also been made using recycled materials.
On top of the Quattro 4 razor, Wilkinson Sword will also relaunch its Intuition Quattro for women as part of the wider update for the Quattro range. This has also been designed with safety in mind with a pivoting head shaped specifically for the contours of a woman’s body.
Jonathan Norman, marketing director at Edgewell Personal Care, said: “Anthony Joshua is a natural fit for Quattro and for Blade Masters. He represents discipline, precision and confidence, which are qualities that sit at the heart of this campaign and the new Quattro range.
“As we build on our heritage and expertise in blades, this campaign brings to life the protection, performance and confidence that Quattro delivers.”
