Gillette’s Ridiculous ‘Toxic Masculinity’ Lecture

The Gillette men’s grooming brand is run by a consumer products corporation based in Cincinnati called Procter & Gamble, which is also known for such brands as Tide laundry detergent, Downy fabric softener, Crest toothpaste, and Ivory soap (which for a time sponsored the CBS soap opera Guiding Light, hence where the TV genre got its name). In a recent TV ad, the company decided to use that brand to tell men to get rid of their “toxic masculinity” in the era of #MeToo:

Promoting social justice is one thing, but using a commercial for what is supposed to be a line of men’s razors and shaving creams/gels in order to get that point across is quite another. P&G should be embarrassed at themselves for even thinking about something like this.

If you take a look at the state where P&G is based, Ohio voted for Trump 51% to 43%. And the company has the nerve to alienate its home state, as well as the rest of the country, by telling men to shave off their “toxic masculinity” in a commercial that’s supposed to talk about a product or service?

NewsBusters’ Gabriel Hays laid it out perfectly:

So you’re going to join every bitter feminist and cosmopolitan soyboy who wants men to be something more acceptable in faculty lounges, big city newsrooms and, it seems, the offices of razor manufacturers.

So yeah, trying to embrace the cultural shift prompted by progressive feminism and cutting-edge #MeToo politics might be a profitable business decision, but it still comes at the expense of a massive demographic and well, the truth.

Unfortunately, this isn’t the first time P&G has used advertising for their products to push a left-wing agenda. In August 2016, the company used a commercial for their women’s deodorant brand Secret to lecture on the nonexistent “wage gap” between men and women. Later that year, the same brand used an “androgynous queer” actress to say “there’s no wrong way of being a woman.”

And who can forget this ad reciting talking points from #BlackLivesMatter against police officers, which was called out for the propaganda it spewed out by columnist Michelle Malkin:

Gillette has lost a lot of market share to razor blade delivery services like the Dollar Shave Club (which was acquired by Dove soap manufacturer Unilever in 2016) and Harry’s. Do they not understand that using what is perhaps one of the manliest of razor brands to preach about “toxic masculinity” isn’t going to bring those customers back? Not to mention they have alienated a large swath of Americans who are tired of being lectured by everyday popular culture.

When average people see commercials for a product or service, they want to know how the product works and see if it will be worth every penny, not be bombarded with left-wing lectures. Both Gillette and P&G seem to have forgotten that. With this new ad, they have tarnished their brands by promoting a progressive agenda in their advertising. Whether or not this will make P&G’s stock price or sales of its products including Gillette decline is anyone’s guess.



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