Gillette’s new ‘toxic masculinity’ ad has company losing lifetime customers in droves

(Video screenshot)

The personal care products brand Gillette faces a growing tide of backlash over a new ad published this week that appears to smear all men as predatory bullies suffering from so-called “toxic masculinity.”

“The Procter & Gamble-owned company is using the new ad to tackle its own slogan, ‘The Best a Man Can Get,’ addressing issues of harassment, bullying and men’s mental health,” Fox News reported.

“It also promotes the idea that men can and need to do better when it comes to holding each other accountable and treating women with respect so as to set a better example for boys watching them.”

Watch the ad below:

While the advertisement appears at first glance to be promoting positive behavior, a closer inspection reveals that it reeks of Marxist-styled “social justice” concepts, including “toxic masculinity.”

Far-leftists activists concocted the misandrist term “toxic masculinity” in an attempt to pathologize the otherwise normal behavior observed among men, including their inclination toward protecting women and children, maintaining stoicism during dark times and being fearless leaders.

To the left, these age-old attributes of men represent anomalies that need to be stamped out of society. And judging by Gillette’s latest rhetoric, the personal care products brand believes similarly.

“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette,” the brand announced on its website.

This mentality aligns perfectly with the left’s vision of transforming the notion of masculinity from one centered on strength and perseverance to one based on men being emotionally fragile wimps who may or may not enjoy prancing about like a little girl.

Social media users, some of them women, were not pleased with Gillette’s embrace of this vision.


Gillette’s new ad also contains brief footage from the radically far-left YouTube talk show “The Young Turks,” as well as a brief mention of the #MeToo movement against sexual assault and abuse.

Though the movement began as a legitimate effort to bring abusers to justice, criticism against it has begun mounting because of the growing preponderance of false allegations against innocent men.

Social media users were quick to note both of these observations to Gillette.


Twitter users noted that the sort of genuinely bad behavior (harassment, bullying) that Gillette seeks to eradicate exists on both sides of the gender aisle. So why then is the brand only targeting one gender?

It again speaks to the politics of the Democrat Party, which says that all men are vicious, evil abusers, whereas all women are innocent victims, never mind the actual facts.


Why exactly the brand chose to involve itself in politics remains unclear, though it isn’t the first successful company to risk everything in the name of left-wing “social justice.”

While it’s equally unclear whether the brand’s latest campaign will backfire on it, the initial signs suggests it will indeed.




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