<p>Facing a declining share of the men&#8217;s razor market as new competitors like Harry&#8217;s and the Dollar Shave Club have entered the razor game, Gillette decided it was time to &#8230; risk alienating a large percentage of their potential customers with a politically charged declaration of war on the Left&#8217;s favorite bugaboo: &#8220;Toxic Masculinity.&#8221; The move has already triggered the response that any first-year marketing student could&#8217;ve predicted in today&#8217;s climate: a hashtag boycott movement by people fed up with identity politics, complete with images of people trashing their &#8220;anti-masculinity&#8221; razors.</p>
<p>The commercial, released by Procter &amp; Gamble’s Gillette on Monday, asks, &#8220;Is this the best a man can get?&#8221; 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: &#8220;Boys will be boys!&#8221; The tone of the commercial shifts with the portrayal of the #MeToo movement as a turning point in our view of masculinity.</p>
<p>&#8220;But something finally changed,&#8221; says the narrator as a series of news clips about #MeToo allegations play. &#8220;And there will be no going back because we — we believe in the best in men. To say the right thing, to act the right way. Some already are — in ways big and small. But some is not enough because the boys watching today will become the men of tomorrow.&#8221;</p>
<p>The ad ends with text: &#8220;It&#8217;s only by challenging ourselves to do more that we can get closer to our best.&#8221;</p>
<p>&#8220;&#8216;Boys will be boys&#8217;? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at http://TheBestMenCanBe.org,&#8221; Gillette tweeted Monday. &#8220;#TheBestMenCanBe.&#8221;</p>
<div class="embed tweet">
<blockquote class="twitter-tweet" data-lang="en"><p>“Boys will be boys”? Isn’t it time we stopped excusing bad behavior? Re-think and take action by joining us at <a href="https://t.co/giHuGDEvlT">https://t.co/giHuGDEvlT</a>. <a href="https://twitter.com/hashtag/TheBestMenCanBe?src=hash&amp;ref_src=twsrc%5Etfw">#TheBestMenCanBe</a> <a href="https://t.co/hhBL1XjFVo">pic.twitter.com/hhBL1XjFVo</a></p>
<p>— Gillette (@Gillette) <a href="https://twitter.com/Gillette/status/1084850521196900352?ref_src=twsrc%5Etfw">January 14, 2019</a></p></blockquote>
</div>
<p>The instant response online was overwhelmingly negative. While a few thanked Gillette for taking a stand against &#8220;toxic masculinity,&#8221; many of the early responses contained versions of the sentiment expressed in the <a href="https://twitter.com/freedom_moates/status/1085354231102459905">first reply</a> to the tweet: &#8220;Hope it was worth losing thousands of customers for your stupid identity politics calling all men bad.&#8221;</p>
<p>Predictably, as the ad has gone viral (the video in the original tweet is now at about 20 million views), <a href="http://twitter.com/hashtag/boycottgillette?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Ehashtag">#BoycottGillette</a> has gained momentum, and not just among men. A few examples:</p>
<div class="embed tweet">
<blockquote class="twitter-tweet" data-lang="en"><p>I have always used <a href="https://twitter.com/hashtag/Gillette?src=hash&amp;ref_src=twsrc%5Etfw">#Gillette</a> but I will not be buying and using your product. <a href="https://twitter.com/hashtag/BoycottGillette?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottGillette</a> <a href="https://t.co/ZU3TAvNUt0">https://t.co/ZU3TAvNUt0</a></p>
<p>— Jason White (@JasonCDN88) <a href="https://twitter.com/JasonCDN88/status/1084936212270350336?ref_src=twsrc%5Etfw">January 14, 2019</a></p></blockquote>
</div>
<div class="embed tweet">
<blockquote class="twitter-tweet" data-lang="en"><p><a href="https://twitter.com/Gillette?ref_src=twsrc%5Etfw">@Gillette</a> I’ll never buy another product of yours <a href="https://twitter.com/hashtag/BoycottGillette?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottGillette</a></p>
<p>— Vinny7009Siskin (@Vin7009) <a href="https://twitter.com/Vin7009/status/1084964022150225921?ref_src=twsrc%5Etfw">January 15, 2019</a></p></blockquote>
</div>
<div class="embed tweet">
<blockquote class="twitter-tweet" data-lang="en"><p>RT &#8211; Outrageous! Instead of finding good things to say about men (men who have spent their hard-earned pay on their razors) <a href="https://twitter.com/Gillette?ref_src=twsrc%5Etfw">@Gillette</a> tells men that they are predators / rapists in waiting. <a href="https://twitter.com/hashtag/BoycottGillette?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottGillette</a> <a href="https://t.co/h6pRhN79tb">https://t.co/h6pRhN79tb</a></p>
<p>— NCFM Carolinas (@NCFMCarolinas) <a href="https://twitter.com/NCFMCarolinas/status/1084927484536201220?ref_src=twsrc%5Etfw">January 14, 2019</a></p></blockquote>
</div>
<div class="embed tweet">
<blockquote class="twitter-tweet" data-lang="en"><p>My husband agreed &#8211; we will not buy anymore Gillette. My 11 and 9 year old sons asked why a razor company wouldn’t just have an ad about razors. That’s a great question, kids. <a href="https://twitter.com/hashtag/BoycottGillette?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottGillette</a> <a href="https://twitter.com/DollarShaveClub?ref_src=twsrc%5Etfw">@DollarShaveClub</a> <a href="https://twitter.com/harrys?ref_src=twsrc%5Etfw">@harrys</a> <a href="https://twitter.com/GreyNewYork?ref_src=twsrc%5Etfw">@GreyNewYork</a></p>
<p>— Denise Poirier (@denisejpoirier) <a href="https://twitter.com/denisejpoirier/status/1085041365895938048?ref_src=twsrc%5Etfw">January 15, 2019</a></p></blockquote>
</div>
<div class="embed tweet">
<blockquote class="twitter-tweet" data-lang="en"><p>Pay attention people.<br />
We aren&#8217;t the only ones who bully. I was bullied as a kid, but so was my daughter. She wasn&#8217;t bullied by boys.</p>
<p>We aren&#8217;t the only ones who fight. We aren&#8217;t the only ones who are aggressive or angry. But Gillette says we are. They&#8217;re wrong. <a href="https://twitter.com/hashtag/BoycottGillette?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottGillette</a> <a href="https://t.co/HZ0tfulbx6">https://t.co/HZ0tfulbx6</a></p>
<p>— Ryan M Hall (@RyanMHall) <a href="https://twitter.com/RyanMHall/status/1084878474802802691?ref_src=twsrc%5Etfw">January 14, 2019</a></p></blockquote>
</div>
<div class="embed tweet">
<blockquote class="twitter-tweet" data-lang="en"><p>Smash Gillette. <a href="https://twitter.com/hashtag/BoycottGillette?src=hash&amp;ref_src=twsrc%5Etfw">#BoycottGillette</a> <a href="https://t.co/rh4sxMLumP">pic.twitter.com/rh4sxMLumP</a></p>
<p>— Phil Sayles (@phil_sayles) <a href="https://twitter.com/phil_sayles/status/1085176889998786560?ref_src=twsrc%5Etfw">January 15, 2019</a></p></blockquote>
</div>
<p>The backlash doesn&#8217;t appear to be hurting Gillette on Wall Street thus far. In fact, some predict the campaign might end paying off, like Nike&#8217;s &#8220;woke&#8221; Colin Kaepernick ads, in part because it might appeal more to female customers than males — which some speculate may have been the plan all along, as more of the latter are choosing less expensive and more convenient brands like <a href="https://www.harrys.com/en/us">Harry&#8217;s</a> and <a href="https://try.dollarshaveclub.com/build-your-starter-set/">Dollar Shave Club</a>.</p>
<p>Gillette, meanwhile, insists that their &#8220;the [worst] men can be&#8221; ad is about effecting positive change in the culture rather than reversing the brand&#8217;s declining share of the razor market.</p>
<p>&#8220;This is an important conversation happening, and as a company that encourages men to be their best, we feel compelled to both address it and take action of our own,&#8221; brand director for North America Pankaj Bhalla, the company&#8217;s North America brand director, told the <a href="https://www.wsj.com/articles/p-g-challenges-men-to-shave-their-toxic-masculinity-in-gillette-ad-11547467200" target="_blank" rel="noopener noreferrer">The Wall Street Journal</a>. &#8220;We are taking a realistic look at what’s happening today, and aiming to inspire change by acknowledging that the old saying &#8216;Boys Will Be Boys&#8217; is not an excuse. We want to hold ourselves to a higher standard, and hope all the men we serve will come along on that journey to find our &#8216;best&#8217; together.&#8221;</p>
<p>Buying it? A lot of annoyed people say they aren&#8217;t, literally.</p>
<p><em>Related: </em><a href="https://www.dailywire.com/news/42190/walsh-5-reasons-why-gillettes-toxic-masculinity-ad-matt-walsh">WALSH: 3 Reasons Why Gillette&#8217;s &#8216;Toxic Masculinity&#8217; Ad Is Incredibly Stupid And Degrading</a></p>

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Backlash Builds Against Gillette Over ‘Toxic Masculinity’ Campaign

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Backlash Builds Against Gillette Over ‘Toxic Masculinity’ Campaign