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Damage control: Gillette backflips on after $12 billion ‘toxic masuclinity’ backlash

Damage control: Gillette backflips on after $12 billion ‘toxic masuclinity’ backlash

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Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash. The new ad, which launched last week, stars Australian firefighter and personal trainer Ben Ziekenheiner. “I’ve been a firefighter for 19 years,” Mr Ziekenheiner says in the ad. “People sometimes ask if it’s scary. It can be, but like anyone who has a job to do, you prepare — not just in terms of your equipment but also mentally and physically.” The ad spruiks the brand’s SkinGuard range, highlighting the issue of sensitive skin for men who shave every day — including firefighters, who are required to be clean-shaven as it enables a proper seal for their breathing mask.
Source: Damage control: Gillette backflips on after $12 billion ‘toxic masuclinity’ backlash

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