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A growing love of beards forced P&G’s Gillette to shave off $8 billion

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  • It’s not about skipping a shave. Beards can require just as much maintenance to trim and shave the neck line compared to being fully clean shaven daily. Gillette not only has the beard trend to content with though, but also more innovative shaving companies who do subscription boxes such as Harry’s and

    It’s not about skipping a shave. Beards can require just as much maintenance to trim and shave the neck line compared to being fully clean shaven daily. Gillette not only has the beard trend to content with though, but also more innovative shaving companies who do subscription boxes such as Harry’s and Dollar Shave Club - market has definitely got a lot tougher in recent years.

  • Their single largest market, by far, is men. Their ad campaign back in the spring was largely seen by men as insulting to men. It’s never a smart business move to insult your own customer base, or at least cause them to think you’re insulting them.

  • The arrogance cum idiocy of Gillette is hard to fathom. To miss the facial hair sea change is a fail of truly epic proportions. I mean, think about it, this is not a complicated, fad driven, category like color cosmetics where you could miss a trend in a split second. Gillette has had a simple task

    The arrogance cum idiocy of Gillette is hard to fathom. To miss the facial hair sea change is a fail of truly epic proportions. I mean, think about it, this is not a complicated, fad driven, category like color cosmetics where you could miss a trend in a split second. Gillette has had a simple task - stay abreast of men’s facial hair grooming. The “beard thing” has been increasing slowly but surely, year on year since the hipster goatee debuted in the mid 90s. For a p&g exec to speak of men with facial hair as “not judged negatively” in 2019 is indicative of their monumental stupidity

    Then, to have been blindsided by the Dollar Shave Club et al, is almost as unforgiveable. Ask any man what has given him sticker shock in life and he will mention the first time he had to buy Gillette razor blades. This is a category that was basically hollering for price disruption. Thank goodness it arrived.

  • “Today, men are not judged negatively when they skip a shave—it is not considered lazy or disrespectful,” a Gillette exec said last year.

  • It’s funny how they didn’t mention the advertising campaign that rocked their foundational customers. This is an example of controversial advertising gone horribly wrong.

  • Perhaps they wish to take back their “toxic masculinity” campaign now?

  • The CEO did mention the negative backlash of the ad campaign. Most news outlets just intentionally ignored his comments

    https://www.marketingweek.com/gillette-metoo-campaign-fallout/#

    My personal idea of a good CEO is one who will do what's best for his shareholders. Personal politics shouldn't negate

    The CEO did mention the negative backlash of the ad campaign. Most news outlets just intentionally ignored his comments

    https://www.marketingweek.com/gillette-metoo-campaign-fallout/#

    My personal idea of a good CEO is one who will do what's best for his shareholders. Personal politics shouldn't negate that responsibilities. In many countries, employees of a company are legally considered as an agent of the company, they cannot knowingly work against the company interest, what ever one's personal social or political views. Whatever your views are, he is a bad CEO.

    For non subscribers, Coombe also said that the intensity of the backlash surprised him but that it was still a “price worth paying.” The price, in this case, is paid by the shareholders, not the CEO.

  • I don't understand why men are so against analyzing how bullying and sexual harassment are issues that sit squarely on their shoulders, to stand guard against not only in themselves but in their friends and children, could cause a "backlash" because they are "insulted." Good, be insulted if that's what

    I don't understand why men are so against analyzing how bullying and sexual harassment are issues that sit squarely on their shoulders, to stand guard against not only in themselves but in their friends and children, could cause a "backlash" because they are "insulted." Good, be insulted if that's what it takes. Just shows how adept they are at not taking responsibility for how toxic our culture has become when the president on down don't take rape seriously and spew vitriol constantly, bullying women in particular who stand up against it.

  • Perhaps a case of not enough “Big Hairy Audacious Goals” or just getting too comfortable with the status quo.

  • Shaving may be down but men are spending more than ever on grooming and skin care. It seems P&G may have figured how to shift revenues as indicated by their earnings, but the question is how valuable is the Gillette brand going forward...