Facing a declining share of the men’s razor market as new competitors like Harry’s and the Dollar Shave Club have entered the razor game, Gillette decided it was time to … risk alienating a large percentage of their potential customers with a politically charged declaration of war on the Left’s favorite bugaboo: “Toxic Masculinity.” The move has already triggered the response that any first-year marketing student could’ve predicted in today’s climate: a hashtag boycott movement by people fed up with identity politics, complete with images of people trashing their “anti-masculinity” razors.
The commercial, released by Procter & Gamble’s Gillette on Monday, asks, “Is this the best a man can get?” while video and audio clips focusing on sexual harassment, bullying and abuse play. At one point, a line of men standing with their arms crossed behind grills chant in response to all the awful behavior by men: “Boys will be boys!” The tone of the commercial shifts with the portrayal of the #MeToo movement as a turning point in our view of masculinity.
— Gillette (@Gillette) January 14, 2019
The instant response online was overwhelmingly negative. While a few thanked Gillette for taking a stand against “toxic masculinity,” many of the early responses contained versions of the sentiment expressed in the first reply to the tweet: “Hope it was worth losing thousands of customers for your stupid identity politics calling all men bad.”