Gillette copped worldwide backlash earlier this year after releasing a short film calling out “toxic masculinity.” But it seems the global shaving brand isn’t buying the phrase, Get Woke, Go Broke, despite reports the video had a negative impact on sales.
Toxic masculinity was just a warm up. Last week, Gillette released their latest advert featuring a father teaching his daughter how to shave facial hair for the first time since transitioning to male.
“Whenever, wherever, however it happens – your first shave is special,” the caption read.
The transgender Canadian teen commented on Gillette’s video, thanking the brand for “allowing me to share such an important moment in a man’s life with my father.”