#gillette

Truth in advertising

Truth in advertising. Gillette would do well to learn from it. Aldi got a bad review from a customer and instead of the normal ‘sweep it under the carpet‘ attitude of big corporates it faced its own shortcomings with a promise to lift its game. Perhaps if Gillette came out and said “we’re sorry for overstepping the mark on toxic masculinity. Here are all the great things men do” then its sales wouldn’t be thumped so badly.

Gillette targets toxic men at 50% off

The power of virtue signaling. Gillette half price. Schick full price. Get woke, go broke. Neutral Bay Woolworths channel check.

Hypocritical Sadiq Khan embraces feminism

Sadiq Khan and feminism. What a laugh. His latest “Elle” sponsored video speaks volumes about his double standards. Since when did  we turn to Elle and Vogue for in-depth political analysis?  The mainstream media has left a void but to think fashion mags have filled the void! Does Khan honestly think that any American voter gives a damn what he thinks about domestic policy? One could be mistaken for thinking he has been watching Gillette commercials on a loop. What a surprise his video has received a 3:1 dislike rating on YouTube.

Did he not see the irony of fawning over a Pakistani political delegation to London at the time Pakistani Christian Asia Bibi was facing execution for blasphemy? Did he fight for the rights of women or Christians or diversity? Did he challenge the visitors? Not a peep.

Why was he silent when prominent Iranian human rights lawyer and women’s rights defender Nasrin Sotoudeh was given 33 years in prison and 148 lashes? She was only fighting for the rights for these women not to wear the hijab. Sadiq uttered not one word.

Where was his defence of comedian, John Cleese, for saying he doesn’t like cultures that believe in female genital mutilation? Yep, you guessed it.Nowhere.

Yet he feels vindicated to make a video about Trump’s views (shared by many Americans) on abortion, which is much more about late term than anything else. Don’t be surprised if pro-life people are disgusted that NY Mayor de Blasio happily lit up monuments and buildings to celebrate terminations right up to point of delivery.

Maybe Mayor Khan is upset with states like Georgia which want heartbeat bills when it comes to abortion. People could still go to another state that practices late term abortion to have the procedure? Did he think of that?

What about the rights of females in the womb who in certain countries get terminated, not because of medical emergencies but the cultural preference to have males? Are you for that?

Let’s look at the stats on abortion because CM guarantees Khan hasn’t a clue even though he professes wokeness.

Let’s look at the stats.

c.700,000 fetuses are terminated in America each year. Down from 1.4 million in 1990. Hardly stats to cheer about. Of course the arguments for a woman’s right to choose will always be thrown at pro-lifers. Yet allowing termination until birth?

Eurostat statistics on abortion reveal that Germany, France, UK, Spain and Italy alone terminate a combined 760,000 fetuses per annum. Across the EU-28 there are 1.25mn terminations. Without getting into a debate on abortion rights, the pure statistical number points to 20.4% of fetuses never make it out of the womb alive.

According to the Guttmacher Institute some 56 million abortions occur annually. Every. Single. Year. Think that WWII saw 50 million deaths in 6 years of conflict with wide spread use of lethal weapons. So abortions kill at a far higher rate than global conflict.

Then he follows with a closing comment that “men and boys should be feminists” and discusses the disproven “gender pay gap” myth suggesting if you believe in gender equality then one is a “feminist“. CM believes in equal opportunity but don’t consider it feminist to believe in fairness. Kristina Keneally doesn’t believe in fairness! She’s happy for men to take a hit to progress her career despite her well known shortcomings.

Sorry Mayor, the data doesn’t support your theories and Trump has never once had a policy platform that discusses the gender pay gap because America focuses on equal opportunity, not equal outcomes. Maybe you should watch Oprah, the highest paid TV host globally. Maybe then see whether Dr Phil has a right to complain why he is not getting equal pay for equal work?!?

Gillette – from toxic masculinity to transgender & morbid obesity

Gillette is free to advertise how it wishes. After the monster backlash against the toxic masculinity campaign which wiped 6% in value from the brand and caused a 22% fall in the following quarter’s profits, it is hard to see how the radical social justice warriors in the marketing department have not been fired. To shareholders, it was a massive fail. A YouGov poll of household grooming products before the campaign saw Gillette fall from 7th out of 45 brands to dead last after it. Yet the company has chosen to bet the house on more virtue signalling hoping it will eventually cut through to the masses. Get woke, go broke.

While there is absolutely nothing wrong with a transgender kid shaving for the first time, most will likely see this ad as nothing more than Gillette doubling down on the roulette wheel of “identity politics”. What point is Gillette trying to prove? The bulk of society is growing tired of being told how to think and what to say.

Yes, there are serious transgender issues in America. 130 transgender people have been murdered since 2013. It is a damning statistic. However, it is unlikely that anyone small minded enough to commit such a heinous crime will be swayed by a Gillette ad featuring a trans actor. Why does Gillette seek to force feed its version of socially acceptable behaviours on the 99.9% of its clientele that does not require it? It is patronising in the extreme. It is like attacking NRA members as murderers.

The only company in the world that can treat its customers with disdain is Ferrari. It wields so much power that it selects customers if they are deemed worthy of owning some of its limited edition offerings. Sadly Gillette is not Ferrari.

Gillette is rife with double standards. It has brazenly sponsored a Dutch racing car series with the brand embossed across the backsides of supermodels.

Chick-fil-A, on the other hand, was established on its Southern Baptist principles. It has never hijacked a social movement to boost sales.  That is why it has seen sales treble on a doubling of stores to become the third largest fast-food chain in America. It never rams its beliefs down the throats of others.

The toxic masculinity campaign should have been a big enough lesson for the marketing team to stay in its lane. The consumer spurned Gillette at the supermarket cash register. It would have been better coming out and apologizing and praising men for all the good things they do, like the Egard Watch company.

Virtually no customers will see that trans ad and think to buy Gillette razors out of a sense of moral guilt at the treatment of this minority. Consumers buy razors to groom – period. When will the company get it?

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It wasn’t so long ago that Gillette promoted a morbidly obese woman to push female shaving products. There is a difference between standing against fat-shaming and being realistic about the many chronic health issues and massive costs related to obesity.

The American Medical Association (AMA) wrote, “the nation’s obesity rate is approaching 40% after holding around 34–35% between 2005 and 2012, according to data in The State of Obesity: Better Policies for a Healthier America 2018. No state has had a statistically significant drop in its obesity rate in the past five years...the National Health and Nutrition Examination Survey (NHANES) showed that 39.6% of adults and 18.5% of children ages 2 to 19 in America have obesity, the State of Obesity report noted that “these are the highest rates ever documented“…the AMA is working to prevent and control chronic diseases, many of which are associated with obesity…”

We covered obesity in the previous post. Obesity increases the risk of developing type 2 diabetes, high blood pressure, heart disease, stroke, arthritis, sleep apnea, liver disease, kidney disease, gallbladder disease, and certain types of cancer yet Gillette wants to celebrate it as something to be proud of.

Corporations that pursue woke marketing risk alienating their customers. There is no upside to it. Consumers are not stupid and the more companies run campaigns that fly in the face of their intelligence, will only get a backlash at the point of sale.

Don’t forget that the toxic masculinity campaign had a 10:1 negative response ratio on the millions of views it had. One can be sure Gillette will try to massage a positive response on this latest campaign. Yet, like most polls, the most accurate measure is consumer response. If sales aren’t arrested, no matter how many positive clickbait statistics they can show their bosses internally, the sales and profit figures won’t lie. That is all that ultimately matters to P&G shareholders.

Castle tackles inclusivity with exclusivity

The board of Rugby Australia (RA) has capitulated at the altar of political correctness. CEO Raelene Castle unconvincingly announced the reasons why Israel Folau’s contract has been terminated. This is a board that acted on external activism. It buckled. Castle squirmed around the question of whether sponsors had applied pressure or not. What Folau said was unnecessary but how is it other players can get arrested and get away with a written warning?

Ultimately, RA will feel the wrath at the ticket office from already disgruntled paying fans. Attendance continues to slide. RA losses are expected for 2019 following the losses in 2017. The 2018 profit was merely due to an exceptional item. Perhaps Folau’s termination will help plug the hole in the P&L. No wonder losses are being made, given the pitiful performances led by a man with the worst record of any Wallabies coach. Why is he still there?

Australia will be lucky to make it beyond the quarterfinals at the Rugby World Cup in Japan this year. Yet the CEO and board tolerate his woeful record. CM has long argued Michael Cheika can’t unite that team. His record proves it. His team rally behind him publicly but their faces tell a different story.

Castle is out of her depth. She might have cried inclusiveness but there was no conviction in the press conference. Inclusiveness, to many of those on the left, is limited to whatever they prescribe. Stray from the party line and get excluded. Her eyes said it all in the press conference – she is definitely no crisis manager.

Folau, on the other hand, didn’t accept a $1m buy off to walk away so RA could wash their hands of the matter. He stuck and continues to stick to his faith. Hopefully, he takes it all the way to the High Court to leave RA with more egg on its face.

Let’s be clear. Folau hasn’t called for violence against homosexuals. Yet why is it just that group that is singled out as victims? CM ticked a few boxes on his tweet. Surely CM’s right to feeling oppressed is just as valid on the faux outrage scale. Where are the drunkards, adulterers and fornicators calling for his head? Nowhere. With good reason. Because 99.9% of people probably rolled their eyes at the tweet and moved on.

Look at RA’s Male Champions of Change (MCC) program. This is the focus of RA and it is not rugby. RA’s website openly states the following,

MCC works with influential leaders and encourages them to take action towards gender equality. 

Rugby Australia is a proud supporter of MCC and our Chief Executive Raelene Castle has recently been appointed as a Special Advisor on the MCC Sport program. 

This program aims to enhance the involvement of women in all aspects of sport and works with key stakeholders to achieve pay equity.

What on earth could have possessed RA to hire an activist as CEO? Castle also promotes on the RA website:

I have seen the challenges first hand and I have a personal passion to ensure that the gender equality discussion is at the forefront across all aspects of our society.

Quite frankly 99% of her customers couldn’t care less about RA’s stance on gender equality nor the group’s wish to drive it across society. They want to see good rugby. They d not see it as RA’s job to tell them how to behave. RA is answering questions nobody is asking.  If female coaches are better than the males, no male rugby supporter will care if the team is quite literally putting scores on the board. No one needs or wants RA’s activism which also extends to male domestic violence. How about female domestic violence against men? Take a look at the stats. Let’s just beat up on toxic masculinity because it is easier.

Where was the board when Wallabies flanker David Pocock encouraged school kids to join the climate strike or retweeted posts mocking climate skeptics? Is his climate activism ranked above Folau’s quoting of a religious text? Did RA do anything when Pocock was arrested for chaining himself to an excavator for 10 hours at the Maules Creek mine? He was charged with “trespass, remaining on enclosed land without lawful excuse and hindering the working of mining equipment.” Raelene Castle wasn’t CEO at the time but Cameron Clyne, Paul McLean and Ann Sherry were and still are board members. Where is the balance in sanctions handed out?

Let’s not forget the double standards of Pocock. He can find it in his heart to play for a team that is sponsored by Qantas which emits more carbon dioxide per passenger-kilometre than any other airline operating across the Pacific, according to an analysis by the International Council on Clean Transportation. Oh, the irony that he also happily played for a team that was sponsored by gas-guzzling Land Rover SUVs. Nary a peep from the climate activist when it lines his pockets.

What will the other devout Christian Pacific Islanders do? Will they leave the Wallabies en masse? They’re good enough to find homes in other sides. The Japanese would welcome them.

If the RA board think they’ve reached a moral high ground in this decision they’re seriously mistaken. Trying to pay him off was the first big mistake because his faith trumped their expediency. They thought he was all bluster, just like the players who threatened to boycott the team if he remained. Folau wasn’t for sale.

CM has repeatedly said that Folau’s remarks in a public forum were unnecessary but defends his right to say them.

Castle’s decision is a perfect representation of the growing trend of allowing virtue signaling to infect a board which will spectacularly backfire. This is no different to Gillette, Colgate and other brands trying to do moral preening. People want the product. Start throwing lashings of political correctness and watch customers desert them. Footy Show anyone? Trying to be a ‘woke’ corporate is the closest thing to sleepwalking off a cliff.

Chick-Fil-A becomes 3rd largest fast food chain

Despite progressives trying to boycott the Chick-fil-A food chain because the Southern Baptist COO Dan Cathy publicly opposed same-sex-marriage, American consumers have turned it into the 3rd largest fast-food chain after McDonalds and Starbucks. Store numbers have doubled and revenues tripled over the last decade.

Chick-fil-A states it’s mission is, “To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A.”

Chick-fil-A is notable by its closure on Sundays, Thanksgiving and Christmas. So people are well aware ofthis corporate backing its religious beliefs.

CM has always rejected corporates pushing political and societal agendas. To that end they live and die by the sword. In Gillette’s case it was forced towrite down the long term value of the brand due to its toxic masculinity campaign driven by virtue signaling. In Chick-fil-A’s case it seems that customers think the product offering has always been backed by true beliefs from its inception.It’s a big difference.

Some may argue CM is making a doublestandard. Wrong. Chick-fil-A was founded form the beginning on its core beliefs. It was on the menu (pun intended).Gillette on the other hand thought trying to tell customers to be mindful about their toxic masculinity from a position of sponsoring a racing car series with its logo emblazoned across the backsides or super models was not.They thought being woke would win business. In fact it cost them a bundle.

Truth be told, most people probably just want a chicken sandwich and Chick-fil-A don’t ram religious beliefs on their burger wrappers.Gillette’s customers probably just want to shave without being told they shouldn’t be men.

Gillette value cut by P&G

CM was at Woolworths this morning and noted Gillette products still deeply discounted. Schick products still at the standard price. Of note it is interesting to see that parent P&G, in its 3Q 2019 earnings release overnight, wrote:

“The most significant assumptions utilized in the determination of the estimated fair values of Shave Care reporting unit and the Gillette indefinite-lived intangible asset are the net sales and earnings growth rates (including residual growth rates) and discount rate. The residual growth rate represents the expected rate at which the reporting unit and Gillette brand are expected to grow beyond the shorter-term business planning period. The residual growth rate utilized in our fair value estimates is consistent with the reporting unit and brand operating plans, and approximates expected long term category market growth rates. The residual growth rate is dependent on overall market growth rates, the competitive environment, inflation, relative currency exchange rates and business activities that impact market share.

Is the last sentence related to ridiculous campaigns that attacked toxic masculinity? Did the YouGov poll conducted afterwards set off warning lights inside P&G headquarters? Before the campaign Gillette was ranked 7th out of 42 personal care brands. After it aired, it ranked dead last.

P&G went on to say, “While management can and has implemented strategies to address these events, changes in operating plans or adverse changes in the future could reduce the underlying cash flows used to estimate fair values and could result in a decline in fair value that would trigger future impairment charges of the reporting unit’s goodwill and indefinite-lived intangibles.

In either a positive or negative 25bp change scenario in the discount rate, an impairment cut of 6% has been factored.

A look under P&G’s “Grooming” division in these results and it becomes clear that revenues have plunged 8.1% and operating profits slashed 22%. For the 9 month period, it is 6.1% and 12.7% respectively. So it can be deduced that the Gillette toxic masculinity campaign has accelerated the demise. Only proves that customers don’t want politics attached to their products.

Noone needs ‘woke’ corporations. Why do corporations feel the need to become paragons of virtue? Just stick to the products and leave us to decide for ourselves on societal values. In Gillette’s case, attempts to correct customer behaviour have been a resounding failure. Oh, to imagine the excuse making inside the marketing department.