Gillette built its empire on the slogan “The Best a Man Can Get,” but in 2019 it decided to lecture its own customers instead. The infamous “toxic masculinity” ad campaign painted men as bullies and predators, turning a razor commercial into a morality play. The backlash was swift, with millions of views, angry comments, and customers walking away from a brand that used to focus on sharp blades, not sharp politics.
Owned by Procter & Gamble, Gillette has leaned into DEI and social messaging ever since, prioritizing activist campaigns over the simple promise of a good shave. Instead of showcasing product quality, the brand spends more energy on virtue signaling than reminding people why they should spend extra money on its razors in the first place. For many men, Gillette is now the best example of how woke marketing can cut deep into your own bottom line.
