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April 26, 2019 -- Referring to your prime customer base as "toxic" is inadvisable.  

A January, 2019 ad from Proctor and Gamble's Gillette razor company was followed by a massive 20 percent drop in prices, apparently to lure outraged customers to return. The ad portrayed white males, in particular, as toxic and seemed to demean the axiom, 'boys will be boys,' as hate speech. The price cut apparently didn't work. Overall sales of the company's grooming product dropped about one percent, according to MarketWatch.  

Excerpt from MarketWatch ▼

Gillette, left many viewers bristling with what became known as its “toxic masculinity” ad released just ahead of this year’s Super Bowl. “We Believe” spent nearly two minutes scolding men for treating women badly. The problem is that most men are decent, and decent men don’t like being lumped in with the rest. The Always ad inspired. The Gillette one made me want to grow a beard.

That raises the question of whether Gillette’s financial results are suffering because of its toxic-masculinity misfire. On Tuesday, Procter & Gamble (PG) beat earnings and revenue forecasts, but the stock fell 3% on a day the S&P 500 closed at a new high.


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  1. I don't think many guys were necessarily angry. It's just a poor marketing decision. I don't want to see them go under just because of one ad. As long as Gillette makes decent razors is all that matters.


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