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Gillette Sweats Damage Control

Just weeks after lecturing men to change their supposedly “toxic” behaviors, Gillette has apparently discovered masculine traits are a good thing.

“Every Hero Sweats, Some Never Show It” is the name of the latest ad by the Procter & Gamble (1.7 – Liberal) brand. The two and a half minute video follows a soldier’s transition from the military to civilian life and highlights the challenges faced by veterans and their families, especially the process of finding a new career.

We emphatically agree that a man providing for his family and defending his country embodies “The Best a Man Can Get” spirit. In fact, 2ndVote Chairman Dr. David Black explained how biology enables men to take on these solemn duties, in his January letter to Proctor & Gamble’s CEO:

Without the male androgens you would not have a very big consumer base for your facial hair shaving products. Furthermore, you would have a society that lacks the best in what men provide. You would no longer have fathers providing for families, brave policemen and firefighters who keep our communities safe, or soldiers who are willing to defend freedoms with their lives.

Given the thematic elements of this latest ad, it appears Dr. Black’s thoughts were passed along to the Gillette marketing team.

However, the original decision to piggy-back onto the misleading “toxic masculinity” narrative has many consumers still skeptical of the Gillette brand’s values.

Indeed, Schick makes a better alternative for consumers because its parent company Edgewell Personal Care (3 – Neutral) has not funded left-wing activists or social narratives. While Unilever’s Dollar Shave Club (1.7 – Liberal)Barbasol (2.3 – Lean Liberal), and Harry’s (2.4 –  Lean Liberal), also have better 2ndVote scores than Gillette, all of these companies have been found in support of the left’s agenda on various issues.

Remember, being an informed consumer of these products is not just for men. Gillette also sells the Venus line of personal care products and Edgewell owns the Skintimate brand. Holding these companies, especially Proctor & Gamble, is something both men and women can do through their regular shopping habits.

Over 80% of 2ndVote subscribers said they would purchase a competitor’s products after seeing Gillette’s first “toxic masculinity” ad. Does the new “Every Hero Sweats” change your perception of the brand? Please tell us about your reaction by participating in the brief survey below.

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