Countless men – and some women – took to Twitter to announce their boycott
They were outraged by the shaving brand’s recent commercial, We Believe
The ad calls on men to ‘be the best a man can get’ – Gillette’s tag line
It redefines it against the backdrop of the #MeToo movement and laments ‘toxic masculinity’
The ad, which was released on Monday, has divided opinion but mostly, men who have bought from it for decades are furious
Procter & Gamble, its parent company, is yet to suffer a business impact
Shares were up by 0.9 percent on Tuesday as the controversy rumbled on
By JENNIFER SMITH
15 January 2019
American customers are dumping their Gillette razors en masse in response to the company’s recent controversial ad which denounces ‘toxic masculinity’ and calls on boys to be ‘the best a man can get’.
After the ad was released on Monday, shocked viewers took to Twitter to separate themselves from the brand.
They felt the commercial, which invokes the tone of the past year in pop culture and the #MeToo movement to inspire men to stand up for women and equality, unfairly made out that all males were misogynist.
Some did not go so far in their critique of it but were angry that the household name had politicized itself.
Among the countless tweets from disgruntled and ‘disappointed’ customers were complaints such as ‘you just lost a customer’ and ‘being a man is not a disease.’
‘I want to shave, not feel bad about myself,’ quipped one customer.