The Gentleman’s Times – The Gillette Ad and the Attack on Traditional Masculinity

Here’s why Gillette is out of line.

Gillette recently released their newest ad campaign on “Toxic Masculinity,” inviting men to “be the best a man can get.”

Gillette has obviously bowed to the pressures of radical left wing feminism in their ad campaign, believing – for some reason – that men who use Gillette products are stupid enough to believe Feminist Theory.

The ad talks about bullying, sexual assault, and other things of which men are frequently (and often wrongly) accused.  But by adopting left wing attitudes toward masculinity, Gillette is essentially saying that all men are monsters and Traditional Masculinity is wrong.

But what Gillette doesn’t address is that men who sexually harass, or bully, or rape, or generally treat women like trash are a very, very small minority of the male population.  Generally speaking, men don’t act like that at all, so why is Gillette painting masculinity as some inherent evil?

Perhaps Gillette was listening to the American Psychological Association (APA)’s 2017 “Guidance Document” which states that the following characteristics need to be eliminated from all men:

  • Achievement
  • Risk
  • Adventure Focus
  • Eschewing Weakness
  • Aggression
  • Status
  • Competition
  • Stoicism

So, basically, the APA says that anything that is inherent in a man needs to be eliminated from men, kind of like how Joseph Mengele (who was also a doctor) wanted to breed out all the “bad” characteristics to achieve the perfect human.

Taking lessons from the Angel of Death, Gillette?  Very classy.

Now, before we try to cut the APA some slack for bowing to feminist pressure, let’s bear in mind that this is the organization who, as little as 32 years ago (1987), stated that being gay was a “serious mental disorder” that could be treated by pumping thousands of volts into your brain through electro-shock therapy.  So, you know, let’s take everything the APA says with a rather large grain of salt.

The problem is not too much masculinity in the world, it’s a lack of masculinity.  Men who rape or sexually assault or bully are not masculine at all.  That’s not what masculine men do.  Masculine men have self-control.  Masculine men feel the need to protect women, to provide for them, to defend their honor.  Masculine men defend women from weak-minded beta males who would rape, assault, and bully.

Gillette, like feminists, seems to have this all ass-backwards.  Women are greater bullies to other women.  Young girls are particularly vicious online.  Women are known to be gender traitors just to get a man to pay attention to them.

“Toxic Masculinity” is a problem, Gillette?  Perhaps.  But “toxic femininity” has an even greater problem.  Consider this:

  • 40% of reported domestic violence (reported – it’s believed to be much higher) is perpetrated by women. (Domestic Violence Statistics)
  • Women are much more likely to murder their own children. (JAAPL)
  • If you include “forced kissing” as sexual assault, women are responsible for 48% of all sexual assaults (TIME)

Women can be toxic, too, Gillette.  To say that men are the reason the world is going down the toilet is like trying to put out a forest fire with a boot.  If you really want to change the world, look at the root cause – Feminist Theory has concocted this story that men are the only ones who bully, who rape, who commit domestic violence, and who commit sexual assault.

Like most Feminist Theory, it’s a lie.  And I find it hard to believe that no one at Gillette fact-checked any of this.  No one looked up journal articles to refute the claims of the leftist board of directors.  No one held a focus group to ask if they know someone who bullies, harasses, or sexually assaults.  No, Gillette just went headlong into these waters with no compass, no map, and only the shining star of Feminist Theory to guide them.

Hate to tell you, Gillette, but that isn’t a guiding star.  It’s a meteorite plummeting to earth, kind of like your company’s business model.

And between you, me, and the lamppost, Gillette, this is the end of the relationship between you and many, many men.

In that spirit, I’ve sold my 1955 Gillette Super Speed Razor and dumped my Gillette 7 o’clock razor blades in the blue bin.  In their place, my Merkur 34C double edge safety razor and Derby Extra blades have been brought out of storage.  I’ll never buy another Gillette product again.

Shame on you, Gillette.

Shame.


The Gillette Ad and the Attack on Traditional Masculinity, The Gentleman’s Times.  Copyright © 2019 Vintage In Stepford, All Rights Reserved.

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