Gillette Dumps Campaign Against 'Toxic Masculinity' After Losing Billions

Procter & Gamble reported a net loss of $5.24 billion following an $8 billion write-down.

Boston, MA – Gillette has announced that it is “shifting the spotlight” of its advertising campaign, after backlash following their recent progressive ads about various social issues contributed to an $8 billion write-down for parent company Procter & Gamble.

The 118-year-old razor company tackled the issue of “toxic masculinity” in January, when it released an ad that showcased the negative stereotypes of traditional masculinity.

The ad depicted men fighting, bullying, and harassing and groping women, while an endless line of men standing shoulder-to-shoulder behind grills blew off their behavior while repeating the mantra, “Boys will be boys.”

“’Boys will be boys?’” the company tweeted. “Isn’t it time we stopped excusing bad behavior?"

“Is this the best a man can get?” the narrator said in the ad, before it credited the #MeToo movement for taking a stand against “toxic masculinity.”

“There will be no going back, because we believe in the best in men,” the narrator continued. “To say the right thing. To act the right way.”

Despite backlash, Gillette doubled-down with other social-issue centered ads in the months that followed.

In April, the company released a Venus razor ad that featured bikini-clad, plus-sized Instagram model Anna O’Brien playing in the surf, The Blaze reported.

“Go out there and slay the day,” the company captioned the image of O’Brien.

Many critics slammed the ad as a promotion of unhealthy lifestyles, according to The Blaze.

“Venus is committed to representing beautiful women of all shapes, sizes, and skin types because ALL types of beautiful skin deserve to be shown,” Gillette tweeted the following day. “We love Anna because she lives out loud and loves her skin no matter how the ‘rules’ say she should display it.”

The following month, the company released an ad that showed a father helping his female-to-male transgender son to shave for the first time.

“Now don’t be scared – don’t be scared,” the father said in the ad. “Shaving is about being confident. You are doing fine.”

“It’s not just myself transitioning,” the son explained during the clip. “It’s everybody around me transitioning.”

Procter & Gamble reported a net loss of $5.24 billion as a result of the $8 billion impairment charge, CNBC reported in late July.

The company blamed the write-down on global currency devaluations and the fact that growing beards has become more of a trend.

Competitors who sell their products for less have also been an issue, CNBC reported.

The company did not mention alienating a large number of its customers as a potential reason for the downturn.

The company recently announced that has begun “shifting the spotlight from social issues to local heroes,” and released an ad featuring Australian firefighter and personal trainer Ben Ziekenheiner, News.com.au reported.

“We have a very clear strategy when it comes to how we authentically connect with our consumers,” a Gillette spokesperson told the news outlet. “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.”

Comments (78)
No. 1-35
flybynight
flybynight

Hahaha hahaha hahaha hahaha hahaha hahaha hahaha hahaha hahaha hahaha hahaha hahaha

Hi_estComnDenomn
Hi_estComnDenomn

But there's np connection between the campaign and them losing money. Even this article says that. This article didn't even mention Gillette's failed mail-order razor service from just last year.

Razor companies have been facing setbacks for years due to guys not shaving as much and younger generations not willing to pay Gillette prices. For a pack of 5 Gillette blades, I can get 100 safety blades through Amazon. I buy razors once a year now instead of once a month.

Anomie88
Anomie88

They would rather have men shave their legs instead of women shaving their armpits.

diakrioi
diakrioi

Gillette discovers that being a cool social justice warrior comes with a price.

HumanToo
HumanToo

Stop The Man-Hate & Shaming... celebrate The Best Qualities In Others ..End the promotion of toxic political pathologies...Good Men built most all of the world around you... Mens Lives are just as important Too ...Get a Clue

ccimeyers
ccimeyers

Well deserved loss. Continue pc bs and continue to fail

Wish505
Wish505

Live and learn, again I will repeat, they me as a customer period. I don't buy there smoke screen.

SavvyD
SavvyD

It's not limited to razors by Gillette for me, I do my best to avoid all P&G products now.

Cduncanf
Cduncanf

This is what happens when you put socialist millennial moon bats in your marketing department to create stupid virtue signaling campaigns. I haven’t bought a single P&G product since the first time I read about the campaign. Apparently, I am not alone. And who the f— wants to see a commercial about razors with some messed up transgender pussy?

magege
magege

Gillette, the landwhale razor

flybynight
flybynight

"At the time, Gillette CEO Gary Coombe said the loss was a “price worth paying” and that he didn’t mind alienating some customers".

With the company now “shifting away from social issues,” it’s possible that Coombe’s view failed to win out.

Stock holders like getting dividend checks not IOUs. With any luck this a$$hat CEO will get his walking papers and you SJW keyboard dim bulbs will learn a life lesson. But I seriously doubt the that from some of the comments you make. Major eye roll.

merlin9
merlin9

Harrys Razors. End of discussion.

Storm45
Storm45

Gillette lost a decades old customer with their PC nonsense. If that pig is their idea of the female form, their advertising department needs to be replaced. It was “Toxic” men that stormed the beaches at Normandy, rushed into the Towers on 9-11, stepped onto the moon... You get the idea. We are also the men that protect the weak,, hold open doors for women, etc. The demonization of half the population for the actions of a few is condemned when applied to every other group that carries out acts of barbarity, but perfectly OK when applied to masculine males. When thugs are kicking in the door, who do they call? Toxic males with guns. The horror.

sanman899
sanman899

Dumb as* Gillete, intentionally destroying your bottom line. Typical democrat behavior these days. Also I will NEVER own anything by Gillete.

MajScallywag
MajScallywag

Too late for changes Gillette, you are off my ‘Buy List’ FOREVER!!!!!! Sell your crap to millennial snowflakes and leftist socialists. Good bye

hoss377
hoss377

If the C.E.O. and head of H.R. weren't terminated then somethings is wrong.If a company wants to go communist,if they want to pander to the socialist left then fine,just let us know beforehand so we can stop buying their products.This should have called for just not a boycott of Gillette,but P&G also.

RunCop
RunCop

Liberals ruin everything.........hahahahahaaaaaaaa

Jim H. - Virginia US
Jim H. - Virginia US

Liberals tend to have some kind of self-hatred. There is nothing wrong with being a masculine man; in fact, it's supposed to be redundant. All this stuff about using proper pronouns in an effort not to offend a tiny fraction of the population that can't figure out if they have a Y chromosome or not is getting ridiculous. We've got men winning all kinds of women's sports events these days, as they take testosterone-lowering drugs while taking advantage of their larger lungs, heart, and muscles to cheat. The sports admins can't figure out that gender is defined by biology, not psychology.

Enough of my toxic rant. I wish CEOs of corporations would realize that their primary duty is make a profitable product that gives people jobs and return to the investors, not make edgy political statements that are highly-controversial.

Excalibr4
Excalibr4

30 years ago Gillette created a blade 9 times sharper than anything on the market. Been buying Mach 3 blades ever since. I don't care if they start advertising chopping little kids to pieces, I will continue to buy them for me. Although, on things I don't need, like NIKE products, I will never buy. DeNiro movies I will never watch again, because he ruined them for me by his FUCK TRUMP" rant. The greatest problem we have, is companies with traditional values, like Chic fil a, get trashed by the liberal media.

donisin
donisin

The toxic masculinity trope is a hateful degrading offensive one sided slag from the hypocritical truthless deluded militant left wing feminist clique.Virtue signaling people and groups who mindlessly uncritically recycle this nonsense with no regard to the effect and response it has on the human targets reveal even more ignorance than the deluded militant feminist hate mongers. Like all the left wing politically correct who promote hate anger and degradation to their human targets ,they deserve to face consequences for the harms and losses they inflict. The Gillettes companies fall because of this is well deserved...and the eventual collapse of the tyrannical divisive hateful pol cor left wing groups who spew this in the first place. Let truth reason freedom of speech democracy prevail over these liberal tyrannical miscreants. They do not define who we are as men.

NickyJ
NickyJ

Things are getting ridiculous everyday.

RHartman
RHartman

I think they got what they deserved

sunsun008
sunsun008

Get woke, go broke. That's exactly what happened to gillette (doesn't deserve a capital G). Dirty, evil feminist company. Will never buy anything produced by p&g (again, no capital letters ), ever.

Msmsry
Msmsry

All of P&G is dead to me.

Anomie88
Anomie88

If it wasn't for quote, unquote "Toxic Masculinity" Americans would be speaking German or Japanese or have a British accent. It's not my fault that some guys are creeps; for people who hate labels, liberals sure like labeling people they don't like or disagree with.

Det_John_Kimble
Det_John_Kimble

Excellent. They didn't learn from NFL or Nike I suppose. Idiots.

Det_John_Kimble
Det_John_Kimble

Stop buying those over priced blades many years ago. Double edge with a butterfly handle. I get a pack of 100 blades for under $10 that lasts me over a year. And the shave is just as good. Just takes more skill but once learned, you'll never go back.

Carlosalex777
Carlosalex777

I stop shaving .I grew a beard. Gender hate is not acceptable. We ,men, have to talk.this big companies want to destroy men and blame everything to the male gender.if we defend or say anything for our defend immediately media lable us as bigot.that is not right

Skipperdenny
Skipperdenny

Goodbye Nike, goodbye Gillette..i vote w/ my $$$

FrankDrakman
FrankDrakman

Too late. Not going to buy Gillette ever again. Fool me once, shame on you, fool me twice...

fightingduck78
fightingduck78

Ass-hooooooles.

jmfinh
jmfinh

Holy shit. That was the biggest load of crap I have ever seen in my life. Men need to bully and be bullied, fist fight, holler at women and generally push the limits and test the boundaries of their surroundings. Those little things are what makes us tough, smart and capable.It determines the pecking order in the schoolyard and on the street. Whoever says otherwise...Im gonna kick your ass...unless of course you end up kicking mine, in which case I will learn a valuable lesson. But if I beat your ass up you gonna wish you did more "toxic" man practices back in the day cuz then you might have defended yourself better. And Ive fought many fights, fucked many broads, and I am a successful blue collar working man so if youjre some liberal little bitch....I say dont knock it till ya try it man. Chicks dig assholes anyways. And we usually calm down after we hit 40. TERRIBLE STUPID IGNORANT COMMERCIALS

Dano540
Dano540

Blue Lives Matter....razor company losing money on blown ad campaign. I'm scratching my head trying to figure out how this is relevant to Law Enforcement

turtyle
turtyle

That attempting to shame your customers is about as smart as calling your voters deplorable, should be just a little obvious to anyone with 2 brain cells to rub together.

55887744
55887744

Gillette with all there access to global market information and data did one hell of a job alienating their core customers didn't they. I guess market data lately has been from main stream news only feed. Lol. I guess just goes to show you even large companies with all the money in the world to spend on marketing and customer demographics can be duped into that liberal BS fed to Americans every day and night on mainstream. Too f'n funny.