#gillette

Job opening: Activism & Impact Manager

Activism

This is actually a job. Ben & Jerry’s Ice Cream is hiring an ‘Activism and Impact Manager‘. Lucky for them, its parent Unilever is also a woke corporation. The job spec is simple:

Do you have at least three years’ experience working in campaigning within the NGO, charity or grassroots movement-building space? Have you got a passion for the idea that business can be used to drive positive change in the world? Do issues of social and environmental justice drive you to take action and are you able to persuade others to join you?

Values-led ice cream company Ben & Jerry’s is recruiting an Activism and Impact Manager to lead social and environmental justice campaigns in Australia and New Zealand with our team in Sydney.

CM guesses that milk shaking conservatives is a new thing of the left so there are some definite synergies to be had by “Ben & Jerrying” them. Hopefully, the Chief “Woke” Officer (CWO) can offset any losses to Unilever’s bottom line by encouraging activists to only use social and environmental just milk-based products from Ben & Jerry’s to ensure that the lost business from one side is made up through willful waste on the other.

When will businesses learn that telling their customers how to behave is not required? Yet another business to swipe from the list – Nike, Gillette, Ben & Jerry’s, Colgate, Starbucks…

PG slices another $8bn off Gillette in 4Q

P&G reported stronger earnings overnight but wrote off another $8bn in 4Q on top of the $6bn in 3Q on the Gillette brand in terms of goodwill and intangibles. Of course management brushed this off as significant devaluations over a decade, lower shaving frequency and new entrants at prices lower than the average. Nothing to do with the toxic masculinity campaign 6 months ago? Get real.

Under grooming, most of the results performance came through the sale of real estate in Boston. Other than that the company reported unfavorable channel mix, volume declines, brand communication investments and currency headwinds. The CFO Jon Moeller said with respect to Gillette,

You’ve got here a business with a very broad global footprint, and particularly with the year that we have just been through, that impacts that value assessment,”

Sorry, what does that even mean? No surprises that grooming was the worst performing division in P&G’s quiver.

Get woke, go broke.

Nivea CEO – “we don’t do gay”

LGBTQ Nation has reported that Nivea CEO rejected a campaign from its ad agency – FCB Global – which involved two men holding hands with the words, “we don’t do gay at Nivea.” This has led to a social media backlash showing offended users binning their products in protest. The laugh is that the advertising agency wants to dictate to the client how it runs its business. Nivea just doesn’t wish to promote “woke.” A choice that it should be entitled to make, just as Nike or Gillette are.

Nobody asked in what context “we don’t do gay” were said? Was it in reaction to the disastrous Gillette (note P&G reports Q4 results on July 30th) campaign on toxic masculinity? Did Nivea merely not want to reference specific minorities where it didn’t feel sufficient market gaps or opportunities would be found or was it a venom filled homophobic tirade? CM is willing to bet it was the former. Some corporations don’t wish to mix politics with product.

Nivea got in hot water in 2017 when it promoted a skin lightening cream in Africa. After much success with such products in Asia (where lighter skin is deemed more beautiful and brands make a fortune selling cosmetics based on this) it tested the African market. Unfortunately it got into hot water despite demand. The skin whitening industry was $10bn in 2009 and expected to grow to over $23bn by 2020.

Should Nivea be bashed for supplying products to a market demand that clearly exists? If Africans wish to lighten their skin, shouldn’t that just be a question for that individual? No one is forcing Africans to use their products. Nicole Amartefio is rightly proud of her skin hue so she can choose, like many others, not to buy into the ‘insecurity.’ If Nivea sales tank, they can blame the marketing department for inadequate due diligence.

Maybe CM should protest the sunscreen market for heightening insecurities over skin cancer because whites have less melanin? Do people realise that sunglasses lower the risk of tanning because the eyes regulate melanin production based off the glare the eyes receive? Why doesn’t Nivea promote the use of sunglasses instead of selling expensive sunscreen?

However this is where the Nivea story gets stupid.

FCB Global has been Nivea’s as agency for over 100 years yet its CEO Carter Murray said it intends to end the relationship with Nivea at the end of the contract.

FCB is within its rights to bin a century of business development but if the client wants to follow a mainstream campaign rather than get woke, surely isn’t it Nivea’s prerogative to do so? Does it require Nivea to meticulously follow the social diktat of its service providers? Who does FCB Global think it is? Why does it seek to throw its client under the bus? So much for respecting a century old client relationship.

LGBTQ Nation argues that one of the agency staff who proposed the campaign was indeed gay himself. Presumably he was offended.

Sadly Nivea felt the need to make an irrelevant statement to defend something completely unnecessary,

We are an international company with more than 20,000 employees with very different genders, ethnicities, orientations, backgrounds and personalities worldwide…Through our products, we touch millions of consumers around the globe every day. We know and cherish  that individuality and diversity in all regards brings inspiration and creativity to our society and to us as a company.”

Do consumers honestly ask themselves how “woke” every brand they buy? It is not dissimilar to ANZ preaching about Maria Folau. Is that in the forefront of the 5 million customers it serves? That is not even taking into account the hypocrisy of a bank which was admonished by the Hayne Royal Commission for unethical behaviour.

If Nivea believe that advertising to the LGBT community is a winner, let it decide because it has far better information than FCB Global about markets, products and segmentation. It shouldn’t feel guilty. Subaru America ran a campaign that targeted the lesbian community. Clearly the brand felt its market position had to differentiate away from the monsters of Toyota and Honda.

Talk about FCB Global cutting off its nose to spite its face. Expect its business to be affected more than Nivea. #GetWokeGoBroke . Interested to see how Gillette’s Q4 trend has been since the disastrous Q3 when P&G reports.

The moral of the story is to let the free market weigh Nivea’s decisions. It hasn’t called for anything other than defending how it serves its client base. Nivea parent company, Beiersdorf AG, has not experienced a share price backlash.

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?

Related image

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.