<p>Just a few weeks after Procter &amp; Gamble reported a sobering $8 billion writedown, Gillette has officially called off its war on &#8220;toxic masculinity.&#8221; The embattled brand has announced that it is now &#8220;shifting the spotlight from social issues to local heroes.&#8221;</p>
<p>While the brand is admitting that it&#8217;s reversing course on the social issues messaging, Gillette is presenting its new focus as simply a return to what it&#8217;s always done. &#8220;We will continue to represent men at their best,&#8221; Gillette said in a statement reported by <a href="https://amp.news.com.au/finance/business/media/we-will-continue-to-represent-men-at-their-best-gillettes-backflip-after-toxic-masculinity-backlash/news-story/8ae70a5abc31280fc23711dcf7c30e5e?__twitter_impression=true">News Corp Australia</a>. Instead of the &#8220;social issues&#8221; focus, the brand will begin to highlight positive portrayals of &#8220;heroic&#8221; masculinity, as seen in its new ad starring Ben Ziekenheiner, an Australian firefighter and personal trainer.</p>

Gillette ‘Shifting The Spotlight’ After Losing $8 Billion Amid ‘Toxic Masculinity’ Backlash

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Gillette ‘Shifting The Spotlight’ After Losing $8 Billion Amid ‘Toxic Masculinity’ Backlash