Last January Gillette went the way of #MeToo and insulted nearly every man who ever lived. Would you be surprised to know that shortly after their toxic masculinity commercial at least a few “men” stopped buying their products?
To be fair, there are plenty of reasons for Gillette to lose sales. Beards, for example. Intense competition from more affordable options available online. But in that environment who in their left mind grows sales by approving the ad that may set a new standard for “how do I piss off a declining customer base?”
Call them a bunch of poorly raised, woman-abusing, misogynistic bastards. That’ll sell somebody’s razors, but not Gillette’s!
According to Reuters, Gillette suffered a net loss of billions of dollars last quarter. That’s billions with a “b”:
However, P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash writedown of Gillette. For the same period last year, P&G’s net income was $1.89 billion, or 72 cents per share.
Gillette’s SJW leap is not unlike when Democrats decided not to bother wooing white working-class voters in the last Presidential election. Someone over at the headquarters for Gillette had a meeting where someone said, Bah! Men, who needs ’em?
The result was an identity politics leap. The Toxic Masculinity Commercial, followed by the transgender first shave commercial, followed by an otherwise profitable P&G writing off over five billion dollars thanks to Gillette losing a Yuge pile of money.
P&G can suck it up. But someone may want to look at personnel and see if they have a saboteur in their marketing ranks. Recent grad with a degree in Gender Studies, perhaps?
Sent to take them down.
Before you think I’m peddling in conspiracy remember this. It’s working.