Image 01 Image 03

Gillette Goes Full Social Justice, Jumps on Toxic Masculinity Bandwagon

Gillette Goes Full Social Justice, Jumps on Toxic Masculinity Bandwagon

Gillette’s apology campaign is not progressive or edgy or even bold. It’s ignorant, juvenile, and quite frankly, disappointing.

Conscience branding has officially jumped the shark.

Gillette, known for their razors and shaving products, is celebrating the 30 year birthday of their slogan “the best a man can get” by shaming all decent men for the actions of sleaze bags.

Take a look, just be sure to have your barf bag handy:

From Gillette’s website:

Thirty years ago, we launched our The Best A Man Can Get tagline.

Since then, it has been an aspirational statement, reflecting standards that many men strive to achieve.

But turn on the news today and it’s easy to believe that men are not at their best. Many find themselves at a crossroads, caught between the past and a new era of masculinity. While it is clear that changes are needed, where and how we can start to effect that change is less obvious for many. And when the changes needed seem so monumental, it can feel daunting to begin. So, let’s do it together.

It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man. With that in mind, we have spent the last few months taking a hard look at our past and coming communication and reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us – to strive to be better, to make us better, and to help each other be better.

From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more.

As part of The Best Men Can Be campaign, Gillette is committing to donate $1 million per year for the next three years to non-profit organizations executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal “best” and become role models for the next generation.

Our tagline needs to continue to inspire us all to be better every day, and to help create a new standard for boys to admire and for men to achieve… Because the boys of today are the men of tomorrow.

We’ve all got work to do. And it starts today.

Gillette. The Best A Man Can Get.

“And when the changes needed seem so monumental, it can feel daunting to begin.”

I enjoyed the emergence of socially conscious branding when it was about saving sea turtles and sustainability within reason, but when you start shaming men, telling them they have to kowtow to toxic feminism in order to make the world a better place, you’ve lost me and a heckuva lot of other consumers.

No one asked Gillette to step up and be another megaphone for insecure, Daddy-issue-laden, developmentally stunted women, and yet…

Gillette’s apology campaign is not progressive or edgy or even bold. It’s ignorant, juvenile, and quite frankly, disappointing.


Donations tax deductible
to the full extent allowed by law.



They are becoming Fem-Boys.

    Get woke, go broke. I am glad I don’t have Gillette stock.

      SCVMIKE in reply to EBL. | January 15, 2019 at 12:36 pm

      I had been using DSC for a while last year, but got tired of all the emails I was getting, so quit and went back to Gilette. Yesterday when I first saw this, I re-started my Dollar Shave Club membership, and also got memberships for both of my sons. If I find a better razor I’ll be fine with it. If not, I can grow a beard, use electric, or get really toxically masculine and do the straight razor thing. I’ve done it before, you just need to take mor time and care. I’m DONE With P&G, done with PC, done with SJW’s.

        gmac124 in reply to SCVMIKE. | January 15, 2019 at 1:23 pm

        I switched to Harry’s razors about a year ago. Same quality as DSC but they can be picked up at Walmart or they also have a shave club. Whichever is more convenient for you.

    JusticeDelivered in reply to Whitewall. | January 15, 2019 at 9:51 am

    Gillette is part of P&G, so there is no shortage of products to not buy to punish them.

From Gillette’s Cavalcade of Sports, from Being Sharp and Looking Sharp, from Gillette’s Friday Night Fights, Gillette has become today’s Soy Boys.

Enjoy the memories,

If ya wanna sing along, here’s an orchestra that’ll help ya out,

Big shot, tell you what, tell me what goes on around here
Go on and get me in the corner, smoke my cigarettes and drink my beer
Tell me that this world is no place for the weak
Then you can look me in the eye and tell me if you see a trace of fear
You gotta look sharp
You gotta look sharp
And you gotta have no illusions
Just keep going your way looking over your shoulder
Okay, what you say, tell me what they’re wearing this year
Go on and laugh at me, ’cause you don’t see that I got something going right here
Say I’m just a dreamer, say I’m just a kid
Well, ace, shut your face, maybe you will see or hear
You gotta look sharp
You gotta look sharp
And you gotta have no illusions
Just keep going your way looking over your shoulder
Big shot, thanks a lot, gotta go, it’s getting late
I got a date with my tailor now, thanks for putting me so straight
Tell me how they rob me blind on every street
But check your watch and wallet now before I go and you’re too late
You gotta look sharp
You gotta look sharp
And you gotta have no illusions
Just keep going your way looking over your shoulder

Grabage, utter garbage.

I thought about writing the marketing guy responible for this claptrap, but then I thought — why bother.

The world has gone mad.

    I agree with everything you said except for “why bother”. If we stop participating we cannot complain when things go wrong.

It is all of those things: monotonic, weird, and audacious.


This should help the bottom line of DSC,the most unPC company out there.

Colonel Travis | January 14, 2019 at 10:42 pm

Country is so full of pansies, it’s sick.

    UnCivilServant in reply to Colonel Travis. | January 15, 2019 at 7:24 am

    It’s not the country, it’s large organizations. Think about the mindset. Someone severely risk adverse and craving a safe space will gravitate towards a large institution with the impression of stability, then not leave. Over time large organizations accrue such people and eventually they filter through to the upper rungs, and you get an organizational culture steeped in the same sort of mentality that allows progressivism to fester. Then, surrounded by like-minded folk and silenced dissenters, they think the whole of society is in agreement with that mindset. So something like this doesn’t get flagged as a really bad idea until it splats on the pavement of reality.

      Colonel Travis in reply to UnCivilServant. | January 15, 2019 at 2:43 pm

      I think it’s far more than just corporations. Look at the typical male in America anywhere in America today. “Masculine” often does not come to mind.

I literally can’t comprehend companies stupid enough to release crap like this. Did they market test this AT ALL before releasing it?

Who is going to go out and buy Gillette razors after seeing this ad?

When I see ads like this, it makes me question how bad the culture is at this company that makes them think this is a good idea.

Because its generally a sure bet that whatever males were involved in approving crap ads like this are almost always predators.

Can we all admit that the debate on the right about markets and corporations is now officially over and Tucker Carlson wins?

I’ll start buying Gillette again once I get a pu55y.

Can you say electric razor?

I am proud to say I haven’t purchased any Gillette product in 60 years, ever since I discovered Wilkinson Sword Blades. Gillette was still producing single use blades. Gillette later bought Wilkinson so I had to go elsewhere.

Dear Majority of our Customer Base,
You are pieces of shit and so were your fathers.
With kindest regards,
Gillette – Proctor and Gamble

PS – Buy our products!

Gillette thinks that we are so sexist and full of masculinity that heterosexual humor on stage is toxic and must be banned. I bet dollars to donuts that gay comedians in gay clubs will not be banned from using their sexual humor, and it is funny. Again, we have a double standard.

I’ve been getting Dollar Shave Club for the past few years now. Never looked back, certainly not at Gillette, who seem determined to blow up their company.

This has gone viral it’s also on zerohedge.

There are at this point over 1400 comments.

    Another Voice in reply to Rolf. | January 15, 2019 at 12:34 pm

    Gillette has been losing market share online and now in the market place as Harry can now be purchased in drug stores, Walmart, Target etc.. Gillette is desperate to outdistance Harry’s and the Dollar Shave Club known for over the top bold advertising with their countering using the “Me Too” movement as viewed herein. They are daring to take on Harry/Dollar Shavers Club with and this is their answer to Harry’s which put this gem out last year:

    And just because Harry’s is just plain fun to watch without having to endure a morality position on why and how you shave.

    A compilation of Harry’s ads if you have not caught them;

    I’ve been listening in on liberal radio shows and even they are mocking the ad campaign. This has got to be the dumbest marketing idea EVAH! Remember when “New Coke” bombed? This is several orders of magnitude dumber. It’s as if someone is intentionally trying to destroy the brand. Anyone seen Colin Kapernick lately?

Who do they think their market share is? Long-haired bearded hippies and feminists who don’t shave their legs don’t buy a lot of razors.

They think more highly of themselves than they aught.
I certainly don’t need life lessons from Gillette.

Looks racist to me. Mostly about how bad white males are. The times when someone steps up to tell the male it’s not cool, or don’t hit on this woman it’s a black male. White kids attacking other white kids, but the black kids are having a peace conference in the street.

Straight razor. It was good enough for my great grandfather, it’s good enough for me…

Gillette considers me toxic. Good to know so I won’t spend any of my toxic money on their products ever again.

Watch who defends Gillette.

I was thinking that they can go do something to themselves that they can’t do but I think they may have already done so.

It’s just a razor. Time to get back to basics. Maybe I should grow a beard.

    The Friendly Grizzly in reply to Pasadena Phil. | January 15, 2019 at 9:01 am

    The one you see in my avatar has been with me for 41 years. I “tune up” here and there with a BIC Sensitive Skin disposable. Before that, I wore beards, or a moustache.

      My beard wouldn’t have quite the same “Schweppervescence” as yours.

        The Friendly Grizzly in reply to Pasadena Phil. | January 15, 2019 at 9:32 am

        I believe the “Coh-mohn-dah” wore a vanDyke. (search search searchety-search) Yes. A splendid vanDyke, oftenmistakenly called a “goatee”.

        As for my appearance, I get the usual nonsense about Santa Claus. My reply is that I am in fact a retired Viking. If I think there is an angry feminist within earshot, I add that I had to retire because allI can do now is pillage. I let the angry feminist fill in the word she was waiting to hear. Then, I enjoy the hissy-fit.

          Schweppes featured different bearded characters through the years in their ads but the one that picked up the “schweppervescence” tag was the guy with a full robust but very well trimmed beard. Certainly not a Van Dyke or goatee. If I could grow one of those I would wear a beard.

It’s off to Harry’s!

The Friendly Grizzly | January 15, 2019 at 9:00 am

This might explain it: “The advert was directed by Kim Gehrig from the UK-based agency Somesuch, who also directed the 2015 campaign for Sport England, This Girl Can.”

Soy-boy company based in what has become a soy-boy country, produced the ad.


Glad I switched to Dollar Shave Club a few years ago. I have shaving cream on my shopping list for later today Note, I will not be selecting a Gillette product. See ya!

I haven’t used Gillette’s absurdly expensive blades in years, but, Gillette is a wholly owned subsidiary of Proctor and Gamble.

Many (most?) P&G products are not marketed to men, but, a mammoth conglomerate selling consumer goods like P&G is a mightly big target to be behaving so recklessly.

Does this mean that the Left are going to quit murdering unborn children since they profess “justice”? I thought not. It’s the Left’s sacrament. Just like this claptrap. Well, just pray for them. They’re lost and need Jesus Christ as their Saviour.

Overpriced junk…no thanks.

This crap has iced it with me as far as Gilette is concerned. I think they must be managed and run by a bunch of snow-flake millennials. Grow a pair and piss off.

This advertising campaign is aimed at exactly the demographic that men’s grooming products have been aimed at for 100 years, women. Men do not not shave their faces because they enjoy it. And, heterosexual men do not do it to impress other men. They do it to meet what they believe are standards for male grooming which appeal to women. So, if women are going to make men spend good money on products to cut the hair on their faces, Gillette is going to entice them to do so by appealing to what they think women want. As long as men ignore this “toxic masculinity” bs, it really doesn’t matter.

Humphrey's Executor | January 15, 2019 at 12:26 pm

Can someone tell me when it became socially acceptable again to stereotype people by gender, race, or ethnicity?

I’m just not seeing it. I guess I’m not reading between the lines enough, or I’m just plain stupid. I accept that.

buckeyeminuteman | January 15, 2019 at 12:34 pm

Buy an electric razor. It’s a one-time purchase that will last 5 years. And you don’t have to give money to these clowns.

Another Voice | January 15, 2019 at 2:40 pm

Pankaj Bhalla, Gillette’s North American brand director is quoted by CNN as saying “We expected debate. Actually a discussion is necessary. If we don’t discuss and don’t talk about it, I don’t think real change will happen.” This from a dude who is directing Gillettes resurrection in the marketplace. Gillette is doomed to fail with both men and women.

The one place which one goes for privacy and/or relaxation..the bathroom. Proctor and Gamble’s CEO is not welcomed in there to critique me and mine, talk down to me on why or how I perceive the simple act of shaving any part of my body. It’s not up for discussion.

I wonder what message I send by using Trim clippers on my toenails? Life is so complicated today. Everything comes with a finger-wagging, stompy-footed lecture.

Hmmm. Doesn’t affect me. With my traditional New England “respect” for money, I buy whatever’s cheapest at Walmart. I’m working through a big sack of BIC disposables at the moment. A sack lasts a long time, since “stubble” is a low-maintenance style . . . not to mention, pretty damn toxic.

Goodbye Gillette and your overpriced products. Adding in your political views, just did me in. Harry’s, DSC, the Dollar store all have equal or better product, less expense, and no political agenda. Pretty sure P&G has other products that won’t be missed either. Bye.

I smell an agenda.

“Unfortunately, both the American Psychiatric Association and the American Psychological Association had established precedents “forever that medical and psychological diagnoses are subject to political fiat” (p. 9). As a result, the authors note, “Diagnosis today in psychology and psychiatry is cluttered with politically correct verbiage, which seemingly has taken precedence over sound professional experience and scientific validation” (p. 9).”

“Homosexuality and the Politics of Truth, expands upon how the APA was “driven by politics, not science.” ”

Facts About the APA – Torah Declaration

“.. the social climate and politics that ultimately led to the American Psychiatric Association’s (APA) imprimatur of homosexual behavior.”
“.. activists want to shape “what everyone knows”… ”
“.. call to specifically discredit, intimidate, and silence opponents with particular attention paid to conservative Christians.”

Selling Homosexuality To America – Deutsches Institut für Jugend …

Masculinity: A Harmful RELIC of the Unenlightened
Make Men Masculine Again

Masculinity is toxic is in our schools too (along with ‘white is racist’, transgender and LBGT indoctrination, Satanism, Islam indoctrination, Saul Alinsky, anti constitution indoctrination, global warming, mentioning Jesus is banned, etc., etc. Our educators or our enemies?

Masculinity: A Harmful RELIC of the Unenlightened
Make Men Masculine Again

“—it’s because the elite KNOW that changing our school system would lead to a nation-wide revolution, and a loss of power on their part. So, like a den of vipers, they’ve been hiding in the shadows, pulling the strings to influence public policy and school curricula, in an attempt to deliberately feminize our boys and brainwash our youth.”

Guess there’s no masculinity at the Gillette place.

Guess there’s no masculinity at the Gillette place.

‘Because the boys of today are the men of tomorrow.
It appears likely that the soy-boys of today are the gender benders of tomorrow.
Demand for Gillette must increase as legs and armpits join the morning ritual.
The bottom line will suffer.

see last 1/2 of this epic vid (but you should watch the whole thing)


please reply if you find a good razor company not owned by progressive attention whores. I’m going to research Bic and Schick.

I don’t really care about the politics of company owners of products, as long as they’re not rubbing anti-men BS in my face or showing me Ana Kasparian’s face while I’m eating.

Such a beautiful photo.

I quit buying any Procter and Gamble products back in the 90’s when I boycotted them for animal testing. A the time, I was amazed at how many products I used that were made by them. What I discovered, when I began using other products, was that P&G puts their money into advertising rather than product. Decades later, I have never gone back because I found better products.