Procter & Gamble’s Gillette brand is continuing to redefine the shaving category with two new pieces of work that are much more about target audiences than the actual tools of grooming.

“We’re shining a light on the best men can be,” Marc Pritchard, P&G’s chief brand officer, told a gathering at The Wall Street Journal’s Journal House on the sidelines of the 2019 Cannes Lions International Festival of Creativity.

And that illumination extends into an inclusive space with “First Shave, the Story of Samson”, a video that debuted on Facebook to celebrate what Pritchard called “the pride around the transgender man shaving for the first time with his dad.”

The second new piece of creative – a “Raising a Son” long-form video featuring musician John Legend that first appeared in the second week of June – represents another distinctly different kind of messaging for the male-grooming category.