Gillette Tone of Voice — Aspirational & Masculine

Tagline: "The Best A Man Can Get"

Industry: Personal Care

Sector: Consumer Goods

How Gillette Communicates

Gillette ties razors to aspirational masculinity and quality. "The Best A Man Can Get" frames the brand around superior grooming and being the best version of yourself — aspirational, masculine, confident. The voice is best-a-man-can-get and self-assured, selling more than a close shave: a decades-old promise of excellence and self-respect, positioning its razors as the choice of the man striving to look and be his best.

Tone Words

Gillette's brand voice is defined by the following tone words: Aspirational, Masculine.

Communication Style

Language Style: Best-a-man-can-get
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Gillette Brand Story

Gillette has defined mens grooming for over a century. The iconic tagline challenges men to strive for excellence while the brand continues innovating in razor technology.

Brand Message

Superior grooming for men who strive

Brand Mission

Help men achieve their best every day

Brand Positioning

Core Concept: Male Excellence

Central Tension: Traditional vs. Modern Masculinity

About Gillette

Gillette is an American brand of safety razors and other personal care products including shaving supplies, owned by the multi-national corporation Procter & Gamble (P&G). Based in Boston, Massachusetts, United States, it was owned by The Gillette Company, a supplier of products under various brands until that company merged into P&G in 2005. The Gillette Company was founded by King C. Gillette in 1901 as a safety razor manufacturer. Under the leadership of Colman M. Mockler Jr. as CEO from 1975 to 1991, the company was the target of multiple takeover attempts from Ronald Perelman and Coniston Partners. In January 2005, Procter & Gamble announced plans to merge with the Gillette Company. The Gillette Company's assets were incorporated into a P&G unit known internally as "Global Gillette". In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's other two main divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. Gillette's brands and products were divided between the two accordingly. The Gillette R&D center in Boston, Massachusetts, and the Gillette South Boston Manufacturing Center (known as "Gillette World Shaving Headquarters"), still...

Frequently Asked Questions About Gillette

What is Gillette's tone of voice?

Gillette uses a aspirational, masculine tone of voice. Their communication is best-a-man-can-get, typically using statement-style sentences in the present tense. Their tagline "The Best A Man Can Get" exemplifies this voice.

How does Gillette communicate with customers?

Gillette has defined mens grooming for over a century. The iconic tagline challenges men to strive for excellence while the brand continues innovating in razor technology.

What is Gillette's brand message?

Gillette's core message: Superior grooming for men who strive Their mission: Help men achieve their best every day

What is Gillette's slogan?

Gillette's slogan is "The Best A Man Can Get". It carries their aspirational, masculine voice.

What is Gillette's mission?

Gillette's mission: Help men achieve their best every day

What makes Gillette's brand voice unique?

Gillette stands out through their aspirational, masculine communication style. Their central brand tension, "Traditional vs. Modern Masculinity", shapes how they communicate across the Consumer Goods sector.

What language style does Gillette use?

Gillette uses best-a-man-can-get language, with imaginative messaging, in statement-style sentences, using the present tense.