Fr. Dwight Longenecker: Why Gillette Had a Close Shave With Ruin

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August 12, 2019
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August 12, 2019


By Fr. Dwight Longenecker, The Stream, August 8, 2019

As a bearded man, maybe I shouldn’t comment on the disaster facing the famous razor company Gillette. Nevertheless, allow me to sharpen my blade.

Gillette is the largest shaving brand in the world. For years they’ve been raking in the cash for their overpriced razors and shave cream. But recently they’ve faced stiff competition from online suppliers. Harry’s and Dollar Shave Club ship shaving supplies to the door. Like most online retailers, they shave the price down and provide smooth customer service.

The online retailers appeal to the younger generation and are clearly the wave of the future. So last year Gillette decided to launch an ad campaign they thought would attract the younger generation. Their film We Believe: The Best Man Can Be was a self righteous, politically correct sermon haranguing men in the wake of the MeToo movement.

Orange Man Bad! Also, All Other Men.

The ad made broad assumptions about men and the overwhelming prevalence of “toxic masculinity.” Men were portrayed as bullies and sexist, misogynistic, racist brutes. Then in May they launched an ad showing a man teaching his transgender son how to shave for the first time.

The ads bombed big time. They were ham-fisted politically correct propaganda. ….