Gillette’s backflip after ‘toxic masculinity’ backlash

Gillette’s backflip after ‘toxic masculinity’ backlash
The first time. Gillette video via Facebook

[Ed. – Don’t you just hate it when capitalism trumps socialism?]

Razor brand Gillette says it is “shifting the spotlight from social issues to local heroes” after an ad delving into “toxic masculinity” caused a customer backlash.

The new ad, which launched last week, stars Australian firefighter and personal trainer Ben Ziekenheiner. “I’ve been a firefighter for 19 years,” Mr Ziekenheiner says in the ad.

“People sometimes ask if it’s scary. It can be, but like anyone who has a job to do, you prepare — not just in terms of your equipment but also mentally and physically.”

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The ad spruiks [sic] the brand’s SkinGuard range, highlighting the issue of sensitive skin for men who shave every day — including firefighters, who are required to be clean-shaven as it enables a proper seal for their breathing mask.

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