Wilkinson Sword has launched the new men’s Quattro razor, with Anthony Joshua fronting the latest Quattro campaign as the new Blade Master.
The campaign 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. In 2026, the campaign returns with Anthony Joshua, whose focus, precision and champion’s mindset make him a natural fit for Quattro.
The Protect What’s Important campaign is built around the idea that confidence comes from consistently protecting what matters most. 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.
At the centre of the campaign is the new and improved Wilkinson Sword Quattro razor, engineered with skin protection at its core.
Anthony 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.”
Jonathan Norman, marketing director at Edgewell Personal Care, added: “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.”
Wilkinson Sword Quattro
Engineered for protection, the men’s 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.
Its ergonomic, self-standing handle is the only one of its kind on the market and made with over 30% recycled materials, delivering both strength and stability. Designed to stand upright after use, it allows for better drainage and drying – keeping the razor cleaner between shaves and allowing for a close and comfortable shave, every single time.
Smart design, great performance
The new packaging is designed with shoppers in mind – 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 mid April 2026 with Anthony Joshua fronting a series of creative assets for Quattro.
The Quattro razor will be available to purchase from all major retailers and Amazon from Spring 2026.
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, helping protect against nicks, cuts and irritation for a smooth, comfortable shave.
