Gillette Highlights ‘Heroes’ After Losing $8 Billion From ‘Toxic Masculinity’ Boycott

In January, Gillette sparked controversy with their commercial depicting males bullying individuals and catcalling women while pleading with males to rid themselves of toxic masculinity, as if it was the cause of the situations, not a broken moral compass.

The company doubled down on their appeasement of social justice warriors with a commercial of a man teaching his transgender child how to shave and their “fat acceptance ad”.

After losing $8 billion dollars in revenue in recent months, Gillette has changed their course and is now focusing on “heroic men”.

Daily Wire reported on the change.

While the brand is admitting that it’s reversing course on the social issues messaging, Gillette is presenting its new focus as simply a return to what it’s always done. “We will continue to represent men at their best,” Gillette said in a statement reported by News Corp Australia. Instead of the “social issues” focus, the brand will begin to highlight positive portrayals of “heroic” masculinity, as seen in its new ad starring Ben Ziekenheiner, an Australian firefighter and personal trainer…

Gillette has given a number of explanations for its heavy losses, including currency fluctuations and “more competition over the past three years and a shrinking market for blades and razors as consumers in developed markets shave less frequently.” The razor industry, Reuters noted, has declined by 11% over the last 5 years. But critics say Gillette is leaving out a key factor: alienating a large percentage of its potential consumer base.

The advertising scene has been where much of the culture war is fought. Outrage mobs and boycotts become instantly attached to any company that seems to be pandering or ignoring a special interest group. Some companies are helped by this attention, some are put out of business. In this case, hitting Gillette in their pockets seemed to at least helped them realize that ostracizing the people who actually buy your product is not a good idea.