November 2019 – After parent company Proctor and Gamble announced an estimated $8 billion reduced net value, Gillette has pivoted from an earlier corporate liberal position on “toxic masculinity.” The company’s new marketing game plan will change “from social issues to local heroes.”
One new ad features an Australian firefighter and focuses on positive aspects of masculinity. The commercial illustrates a man comforting a young girl before leaving for work, where firefighters are seen rushing into a burning house. In a media statement, Gillette said, “We will continue to represent men at their best.” The company has blamed both currency fluctuation and a shrinking market for the loss.
