Then, in May, Gillette raised eyebrows yet again with another progressive ad featuring a transgender man shaving for the first time.
Last month, CNBC reported that Gillette — a Proctor & Gamble brand —was "struggling," and posted a fiscal fourth quarter net loss of $5.24 billion. The outlet noted that "P&G has been trying to rejuvenate Gillette and Venus, its razor brand for women, through new marketing campaigns aimed at millennials and Generation Z."
Hot Air reported that "P&G blamed the change on two factors: Currency devaluations and continuing competition from lower-cost rivals." The firm has not publicly connected its losses with its politically divisive marketing strategies; nonetheless, Gillette is going in a new direction.
According to News.com.au, the brand says it is "shifting the spotlight from social issues to local heroes," and released an ad last week profiling an Australian firefighter — which Hot Air's John Sexton called "the most traditionally masculine man imaginable."
Gillette Australia | Ben the Aussie Firefighterwww.youtube.com