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‘I’m in’! Dollar Shave Club swoops in with timely dig in wake of Gillette’s ‘toxic-masculinity’ bungle

(Dollar Shave Club advertisement screenshot)

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In response to an offensive advertisement published over the weekend by Gillette, one of its competitors appears to be shrewdly inviting ticked-off consumers to switch brands.

“Welcome to the Club,” the Dollar Shave Club, a company that delivers grooming products directly to customers via mail, tweeted Monday afternoon, a day after Gillette launched an advertising campaign that smears all men as predatory bullies suffering from so-called “toxic masculinity.”


The timing and wording of the tweet suggests that, while the Dollar Shave Club didn’t outright write “ditch Gillette and come to us instead,” that’s what it implied. So how did the company respond when a consumer asked, “What are the rules to your club?”

“Take care of yourself. Respect others. Buy our stuff,” Dollar Shave Club replied.


Notice what was missing from the reply: Any mentions of the purported need for its male customers to discard their so-called “toxic masculinity” and embrace the Marxist-styled brand of singing, dancing, crying “masculinity” favored by the exceedingly out-of-touch far-left.

This carefree, “live and let live” attitude differs sharply from that espoused by Gillette, whose new advertisement was designed specifically to encourage men to essentially stop being men.

“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette,” the brand announced on its website.

“It’s time we acknowledge that brands, like ours, play a role in influencing culture. And as a company that encourages men to be their best, we have a responsibility to make sure we are promoting positive, attainable, inclusive and healthy versions of what it means to be a man.”

Note the use of the term “inclusive.” It’s a term frequently used by far-left zealots in their bid to promote a society that’s allegedly accepting of everyone …


Except for conservatives, whites, Christians, men and anyone else whose perspectives and political views differ from those preferred by the Democrat Party.

Below is the ad Gillette published along with its online statement:

While the ad seems positive, social media users were savvy enough to realize that the advertisement was ultimately just a mashup of misandrist Democrat Party talking points about men. And the last thing consumers searching for grooming products wanted was more politics in their life.

As a result, many were keen to find a replacement brand for their grooming needs. Dollar Shave Club seemingly used this to its advantage to draw in new customers.

And judging by the response on social media, the tactic appears to paying off with dividends:

It’s unclear why companies like Gillette, among many others, keep needlessly involving themselves in politics. Nor is it understood why, whenever they do involve themselves in politics, they always involve themselves specifically with Democrat Party politics.

Dollar Shave Club has gone a different route. Instead of lecturing its customers, the company has chosen to entertain them with amusing ads like these:

As of Tuesday, this ad had over 125,000 likes and just a couple thousand dislikes. Meanwhile, Gillette’s ad had nearly 350,000 dislikes and fewer than 80,000 likes. And this doesn’t even count the endless tweets from men and women that were continuing to pop up on Twitter:


Vivek Saxena


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