Wilkinson Sword has launched the new men’s Quattro razor, with boxer Anthony Joshua fronting the latest campaign as the new Blade Master.
The move marks the next chapter of Wilkinson Sword’s Blade Masters platform, brought to market through Quattro.
First launched in 2024, Blade Masters put Wilkinson Sword’s “250-year blade expertise centre stage,” through a confident, humorous platform rooted in performance.
The new Protect What’s Important campaign is built around the idea that confidence comes from consistently protecting what matters most. For 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.
At the centre of the campaign is the new and improved Wilkinson Sword Quattro razor, engineered with skin protection at its core.
Joshua said: “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.”
Jonathan Norman, marketing director at supplier Edgewell Personal Care, added: “Anthony Joshua is a natural fit for Quattro and Blade Masters. He represents discipline, precision and confidence, which are qualities that sit at the heart of this campaign and the new Quattro range.”
Quattro combines four titanium- and diamond-coated blades with patented protective grid technology to deliver a smooth, safe shave. Users also benefit from a lubricating strip enriched with Aloe Vera to help reduce irritation, while the four-blade cartridge ensures a consistently precise finish.
The new packaging is designed with shoppers in mind and is clearer, more eye-catching and easier to understand at a glance, with intuitive icons and bold colour accents. It is also made with 90% recycled paper and zero plastic, offering an efficient, sustainable choice.
The campaign will roll out across digital and in store channels from this month, with Joshua fronting a series of creative assets for Quattro.
Wilkinson Sword is also relaunching Intuition Quattro for women as part of the wider Quattro range update. This is designed with built-in safety blades and a pivoting head shaped specifically for the contours of women’s bodies.
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