Gillette Lost $9 Billion Trying to Fix Men
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Gillette Lost $9 Billion Trying to Fix Men
In January 2019, Gillette launched a 2-minute ad with no razors, just a lecture on toxic masculinity. Men asked: "Who are you to tell us this?" Six months later, P&G announced an $8 billion writedown. This is how one ad cost Gillette $9 billion—and a generation of loyal customers. THE NUMBERS: - 2019: $8 billion writedown - 2023: $1.3 billion ...
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