I have a beard, I know many men with beards through the ‘Guardians of the Beard‘ Facebook group that I set up!

Are they gentlemen?

Just like any other group of people, bearded men can be a mix of all personalities and behaviour styles.

So when I saw that Gillette were waving around the old and tired ‘Toxic Masculinity’ crap, well I have to say I was disappointed!

Yes I expect that sales of mens razors have been at an all time low since beards became popular but even so, is this really the way to go about trying to persuade them to buy Gillette and shave?

The majority of bearded men I know, they don’t have beards because its a trend. They have beards because they like the way they look with a beard and so why should they keep getting stupid remarks about their choice?

Then of course we have the fact that they have used the #metoo and that is even worse. This was a hashtag that became popular and now a movement against sexual harassment and sexual assault!

So basically all Gillette have done here is piss off two groups of people!

However P.T. Barnum is reputed to have said, “There’s no such thing as bad publicity.”

So it does appear that Gillette may not be stupid nor ignorant, in fact it appears that they are willing to take a short period of turbulence to get the Gillette name in the news and they are willing to trample upon a movement against sexual harassment and sexual assault to achieve this!

So what do you think?

Is this ill thought out and ignorant?


Very clever marketing?


I decided to contact Gillette!

Hi Gillette, I’m Zec, I am 51, father to two daughters and now a gramps and have been with my wife for 29 years!
I also have a beard, a big (ish) beard and I am a blogger who writes about beard care and I also run a Facebook group that has over 2k members.
I wondered if you could just answer a question?
Why do you think that the fact that we have a beard means we can’t be gentlemen?
Surely this is akin to saying a woman with short hair or who doesn’t wear make up can’t be feminine?
Now of course between you and me, I know that you have just accepted that you are going to have some turbulence for a few weeks from men and from the women who are shocked that you have hijacked the #metoo movement for your own gains!
However I would still like to know your thinking behind this so I can quote it on the blog post about this ad campaign!
Of course I would never think of mentioning the fact that men who shave look like women, that would be wrong and my mum said “two wrongs don’t make a right”!
Well that is all, I look forward to your reply!

By Zechariah Richardson

Over 50, disabled, husband, father and gramps who reviews products and writes blog posts about his life, beekeeping, gardening and whatever pops into his brain!

One thought on “Did Gillette really think their Me Too ad was a good idea?”
  1. Being a member of a group of “gentlemen” with and with out beards I find the video quite distasteful. Using a world of violent and sexist behaviour to sell a product is the lowest of the low Definitely not the best!
    I have a beard and shave also due to the style, but Gillette are overpriced powerlords that cornered a market and are now trying everything as other brands are coming along selling at a 10th of the price
    Don’t get me wrong I’m all for becoming a better person but this ad is just ludicrous.
    Gillette have become clever I feel as all publicity even bad is publicity

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