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Procter & Gamble’s toxic sanctimony

Procter & Gamble’s toxic sanctimony

Today’s story has been developing for a few weeks, ever since some bright spark in the Gillette promotions department, a female of left persuasion no doubt, came up with the concept of insulting and belittling your primary customers. The Gillette razor has been used by MEN, actual men for one hundred and eighteen years, not feminized males of dubious distinction, but actual men. Men who mostly opened doors for women, fought for their ladies and countries, worked hard to support their families, played hard sports, went to the moon and so on. Not according to these morons in the razor advertising, their Gillette razors were used now by wife beating, child raping, smelly old farts. Michelle Malkin discusses.

One of the world’s most successful brands committed ideological hara-kiri this week. Recognized around the world as a symbol of manly civility for more than a century, Gillette will now be remembered as the company that did itself in by sacrificing a massive consumer base at the altar of progressivism.

To which I say: R.I.P.-C. (Rest In Political Correctness).

In case you hadn’t seen or heard, parent company Procter & Gamble launched a Gillette ad campaign blanket-demonizing men as ogres and bullies. Guilt-ridden actors gaze ruefully at their reflections in the mirror — not because they’ve neglected their hygiene, but simply because they’re men. Various scenarios of boys being boors and males being monsters flash across the screen before woke interlocutors show how “real” men behave in nonaggressive, conciliatory and apologetic ways.

At home and at work, in the boardroom, on the playground, and even while barbecuing in the backyard, Gillette sees nothing but testosterone-driven trouble. Message: Y chromosomes are toxic. The “best a man can get” can no longer be attained without first renouncing oppressive manliness.

Self-improvement must begin with self-flagellation.

A Gillette company statement explained that after “taking a hard look at our past” and “reflecting on the types of men and behaviors we want to celebrate,” officials decided to “actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette.”

But Proctor & Gamble, which bought Gillette in 2005 for $57 billion, doesn’t spell out which part exactly of the 118-year-old company’s past it now rejects. Was it founder King Gillette, the relentless entrepreneur who appealed to “red-blooded” young American soldiers? Was it the decades of multimillion-dollar promotional campaigns catering to physically superior athletes?

Or perhaps the mau-mauing marketers have adopted the radical feminist position that shaving itself is sexist. Is the ultimate goal to undermine the very raison d’etre of the $15 billion shave care industry?

I ask only half in jest. How else to explain this latest suicidal episode of collective consumer-shaming? Gillette’s two-minute, man-bashing missive may have racked up 7 million views on YouTube, but the “dislikes” outnumber “likes” by 4 to 1.

And the reviews are brutal:

“How to destroy your company in 1 minute 48 seconds.”
“Companies attempting to make profit should stick to that.”
“The single male is the most attacked maligned ridiculed and forgotten person in today’s society.”
“You can buy High Quality Razors that are NOT Gillette at the 99 Cents Store with NO lecturing on how to be a Man.”
“I’ll buy P&G products again when I see them release an equivalent ad targeting negative female traits: toxic femininity/paternity fraud/fake accusations… doubt that’s going to happen any time soon!”
“So now Gillette thinks that it is the arbiter of what all men should think, say, and watch. Screw Gillette, bought their products for almost 50 years, I will never buy another Gillette product. NEVER!!!”
“Thank you Gillette, I purchased your razors and chopped off my testicles with it. No more toxic masculinity!”

You may remember that P&G, which I un-fondly refer to Protest & Grumble, has dipped its sanctimonious toe into social justice waters before.

In 2017, the company tackled identity politics with a video called “The Talk.” The preachy ad stoked fear and hatred of police and perpetuated racial stereotypes of officers lurking around every corner waiting to pounce on innocent black children and teenagers — alienating law enforcement families across the country and insulting every minority cop to boot.

The backlash against that ad apparently didn’t faze Protest & Grumble’s activist zealots. Once again, industry marketers are proving they’re not satisfied with selling useful products people want and need. No, they’re hell-bent on exploiting successful businesses to cram odious politics down consumers’ throats.

Like many Silicon Valley giants (hello, Facebook and Twitter) and SJW-hijacked sports enterprises (hello, NFL and ESPN), Gillette is now openly discriminating against its consumers-turned-critics to curry political favor with the #MeToo movement. Savvy social media observers caught the company throttling negative comments and dislikes on its YouTube video. They can manipulate likes and de-platform dissenters. But they won’t be able to disguise the bloodletting effect of toxic sanctimony on their bottom line.

Falling on your virtue-signaling blade may win you awards and headlines, but ultimately, it’s a fatal proposition.

UPDATE Gillete tells us that their sales have not suffered one little bit. Other razor companies like Harry’s have reported increased sales by miles and are advertising on nearly every blog in the USA.
Michelle Malkin’s email address is writemalkin@gmail.com.

{ 7 comments… add one }
  • Albert 11/02/2019, 8:47 am

    Stupid is as stupid does.

  • nev 11/02/2019, 1:08 pm

    Procter & Gamble’s toxic sanctimony. Why assault the hand that feeds it?
    Yes why indeed Michelle? Let’s take a deeper look……. May I repeat from a previous article?
    Let’s have a closer look at the Proctor & Gamble’s focus on the 10 defined market segments they have retained? They are: Baby Care, Fabric Care, Family Care, Feminine Care, Grooming, Hair Care, Home Care, Oral Care, Personal Health Care, Skin & Personal Care.
    Mens shaving is probably tucked away somewhere, maybe in Grooming and we begin to realise what a tiny bit of just one segment Gillette is.
    It would seem to demonstrate pretty clearly that Proctor and Gamble have defined their market in the female commodities which is multiple times larger than the male. It is vanity driven, undemanding, passive, self-focussed and highly susceptible to cheap advertising.
    So if we are going to get out of a small highly competitive market, they may say “Let’s use men as a marketing ploy by hanging men out to dry, we are showing women how anti men we are!
    May be it’s worked maybe not. In the end it simply doesn’t matter.

    • Deano 11/02/2019, 4:18 pm

      Good theory but, I think anti-feminist women are a rapidly growing group. This ad has annoyed many women too.

      • nev 11/02/2019, 5:38 pm

        Absolutely, surprised me to Deano, see my comment below.
        They are very much anti feminists I think there has been a growing wave since the Trumbulls’ LGBT onslaught, there’s a growing political aspect to this as well for Australia even the youngsters are surprising me but as for men it’s still only at the thinking level.

  • Graham Richards 11/02/2019, 2:17 pm

    Simples! Examine all products that you use. If Procter & Gambles name appears, simply drop it. Even on the floor, and move to another product!

    • Neville 12/02/2019, 2:58 am

      Have already done so. Will NEVER buy another Gillette product again.

      (The dumb bastards!)

  • nev 11/02/2019, 4:04 pm

    Ha ha Wife beat me to it Graham seems the girls are into it with as much enthusiasm as they are killing the halal tax.
    I bought a new electric tooth brush the other day before I could blink she had replaced it with a Philips, great product too.
    I’m sure they will love the “drop it” suggestion.

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