Gillette’s ads to feature firefighters after ‘toxic masculinity’ backlash

Early this year, Proctor & Gamble’s Gillette joined “woke” corporations like JC Penney and Dick’s Sporting Goods (whose CEO Ed Stack said he’s okay with Dick’s $150M loss from the company’s gun control policy) in mixing “progressive” politics with business:

  • In January 2019, Gillette launched the #MeToo “The Best Men Can Be” ad campaign against “toxic masculinity,” portraying boys and men as prone to bullying, violence, and sexual harassment — all of which have nothing to do with shaving.
  • In April 2019, Gillette launched the Venus campaign promoting obese women and so-called transgenders. (Note: Unlike other physicians and psychologists, the American College of Pediatricians speaks the truth — that transgenderism is a psychological disorder with no basis in biology.)
  • In May 2019, Gillette doubled down on its promotion of “transgenders” with an ad of a dad teaching his “transgender” son how to shave.

Gillette’s ads prompted many men, including some here on FOTM, declaring they will no longer buy Gillette shavers.

To no one’s surprise except Gillette’s management, Procter & Gamble (P&G) reported a net loss of about $5.24 billion for the quarter that ended on June 30, 2019, due to an $8 billion non-cash “writedown” of Gillette — an accounting term for the reduction in the book value of Gillette’s assets whose fair market value has fallen below the book value, and thus become an impaired asset.

See “P&G’s Gillette lost $8 billion in market value since ‘toxic males’ ad campaigns promoting transgenders

Well, unlike Dick’s Sporting Goods, P&G does appear to care about dollars and profits.

On August 21, 2019, Frank Chung, the finance editor of Australia’s News.com.au, tweeted that “Gillette is ‘shifting the spotlight from social issues’ after ‘toxic masculinity’ backlash.”

Douglas Ernst further reports for The Washington Times, August 22, 2019, that Manu Airan, associate brand director for Gillette Australia and New Zealand, told News.Com.Au about its latest efforts to “authentically connect” with consumers by “shifting” the company’s focus “from social issues to local heroes” like firefighters and personal trainers. Airan said:

“We have a very clear strategy when it comes to how we authentically connect with our consumers. We will continue to talk about what is important to Gillette and that is representing men at their best and helping men do their best. That is not changing. We will continue to do that and demonstrate it in different ways.”

Mr. Airan was coy when asked about future ads on #MeToo-related issues, “We will continue to represent men at their best. This is our purpose and has been our purpose consistently for 118 years and that is not changing.”

~Eowyn

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17 Comment authors
Reuben GTammy HiresKevin J LankfordWilliamYouKnowWho Recent comment authors
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Goldbug
Guest
Goldbug

Too late, Gillette .. we Americans don’t forget outright insanity. Keep your sick ideology out of business, or suffer well-deserved monetary losses.

DCG
Admin

Too little, too late. I’ve added other P&G products to my no buy list (Crest, Mr. Clean, etc.).

Sucks to be so stupid as to insult your customer base.o

Kelleigh
Guest
Kelleigh

DCG, I’m glad to hear that as our dentist eliminated Crest long ago because of its horrid abrasiveness and way too much fluoride. She no longer gives samples, but suggests Trader Joe’s toothpaste with Myrrh, Fennel and Propolis. It has no fluoride and it actually stopped the sensitivity from receded gum line. I forced my hubby to use it and he found it did the same thing for him. Pitch Crest in the waste can. I’ve even moved away from the detergents and gone to other brands. Some companies don’t give a rat’s behind if we hurt them, but others… Read more »

Dan
Guest
Dan

This isn’t the Gillette we grew up with. Gillette and the other woke corporations are more like the cockroach in Men in Black, inhabiting another’s body to destroy what’s human wherever they go.

Steven Broiles
Member

The symbolism is that Gillette needs someone to put out its own fire. Because when you play with fire, you get burnt!

Like George Carlin, I am SICK of the never-ending “pussification of men,” Carlin’s own phrase. I generally don’t like vulgarity, but this is one situation where it fits.

ziggymeister
Guest
ziggymeister

“Mr. Reagan” did a few GREAT parodies of Gillettes “Woke” (sicko) videos…look them up on youtube pretty damn funny

dean
Guest
dean

Mccains food is pushing the faggot agenda while trying to sell frozen chips, advertising frozen potato chips while showing two guys kissing…What do faggos have to do with frozen food? Boycott Mccain’s

Dan
Guest
Dan

I wish I hadn’t seen your comment, but thanks for the heads up. A quick look at McCain Foods, the McCain family profile on Toronto Life, and the Guardian article about their anti-family ads is enough to turn your stomach. This company claims to be driven by “family values” and then turns everything good and decent, and even nature itself, upside down, proclaiming, “When it comes to family, what’s normal? Normal isn’t normal.” Saying that “normal isn’t normal,” when it comes to families is as direct an inversion of Logos and imposition of a Satanic second reality as we’re going… Read more »

Alma
Member
Alma

We, the consumers, hold the key to their fate.

operaghost
Guest
operaghost

Here in NC, HisRadio (local Christian station) spoke of this today on one of their brief news segments (they don’t like to go too deep or to be political at all, so whatever news they bring up tends to be either charitable causes or funny/ironic social media pieces). This news segment cited the cause for Gillette’s major loss as millennials and their predilection for beards! I think I shall send them an informative email correction. Just keepin’ it real…

Jackie Puppet
Member

The commercial is for Australia – we’ll see if they decide to do something similar in America, but I doubt it.

dean
Guest
dean

If it doesn’t effect their sales in Australia you can bet they will try it in the USA, boycott mccains anyway…They are just using Australia as their testing ground

maziel
Guest
maziel

I am so tired of being blasted from every side about the alphabet soup maze of sexuality. I DON’T CARE. I REALLY DON’T CARE THAT MY COUSIN IS TRANSGENDERING AND HAD THE POOR TASTE TO TRY TO CROWDFUND HER SURGERY. NO WAY! I do have gay friends. Do I care that they are gay? NO! Do they force it on me? NO. OK. That’s it for tonight. I just want to meet people, not people with labels first.

YouKnowWho
Guest
YouKnowWho

Too little too late. I haven’t been to Penny’s, Target, Dick’s, Sonic, etc, in a while. And I’ll never go to any of these or others that flaunt, encourge, condone or openly support homosexual, trandgender or deviant behavior. Other businesses need to look at the losses of these companies and consider thair choices before make a similar decision.

William
Member
William

Now they are focusing on local heroes like firefighters (okay) and…personal trainers? I guess being a personal trainer is what passes for heroic these days. Or getting paid gazillions of dollars to throw a football a few months out of the year. That’s pretty heroic. Anyway, fu*k Gillette, boycott them forever. In fact boycott everything, peel off, walk away, whatever it is they are selling you probably don’t need

Kevin Lankford
Member
Kevin Lankford

Really,…Shaving must be among the least of lessons a worthy father should be concerned with when teaching a son to be a “man”.

Tammy Hires
Guest
Tammy Hires

Quite right. I wouldn’t shave my feet with their products now! The next thing will be purported anal bleaching. The liberal cause has always proliferated through certain types of products.

Reuben G
Guest
Reuben G

I recently got a free promotional razor in the mail from them. I wrote them a letter telling em I wouldn’t shave with their stuff if it was free, said maybe all the trannies will make up the difference for all the red-blooded cavemen who will never buy Gillette again, included a choice verse from Deuteronomy and paid the shipping to mail it back.

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