Latest news with #Gillette
WIRED
17 hours ago
- Business
- WIRED
The Era of ‘Woke' Brand Activism Is Over
Jun 27, 2025 6:00 AM In the wake of Donald Trump's attacks on DEI and trans Americans, major corporations have pulled out of Pride and Juneteenth. Some are pushing ultra-nationalist messages instead. Parade participants march in the LA Pride Parade on Hollywood Blvd. on Sunday, June 8, 2025, in Los Angeles, CA. Photograph:In May 2019, Gillette released an ad on Facebook just in time for Pride month. It featured Samson Bonkeabantu Brown—a Black Toronto artist and trans man—learning how to shave for the first time. 'I went into my transition just wanting to be happy. I'm glad that I'm at the point where I'm able to shave,' Brown says in the video; later he's seen shaving as his dad smiles and encourages him from behind his shoulder. 'Don't be scared. Shaving is about being confident,' Brown's dad says, repeating, 'You are doing fine.' The ad went viral, receiving national news coverage, industry awards, and praise from LGBT advocates. The Ellen Show tweeted that it was 'nothing short of incredible.' Gillette was not alone in creating a buzzy ad about the LGBT community as a marketing strategy; in the past two decades, there's been a steady uptick in brands and corporations embracing Pride, a trend sometimes criticized as being superficial, or 'pinkwashing.' But, as someone who has worked in marketing for over a decade, if you felt like this Pride month was a lot quieter than years previous, you're not imagining it. Five months into Donald Trump's second presidential term, his executive orders against DEI and LGBT rights have influenced an increasing number of high profile corporate brands to abandon marketing and programming that could be considered too progressive, forcing Pride and Juneteenth celebrations around the country to scale back. At the same time, there's been an influx of brands doubling down on nationalist messages in advertising, at least some of which appear to be tied to Trump's tariffs and fixation on American-made goods. 'I've heard stories of clients wiping out … references to old work or old programs to try to erase that trail online because they're afraid of getting attacked,' says Mark, a creative director and former chief creative officer of a top New York ad agency who did not want his real name used due to potential industry backlash and repercussions. Where there used to be 'a lot of activity and a lot of discussion about social justice issues,' he adds, there's now a 'void of silence.' Welcome to the Trumpian era of anti-woke capitalism. Please check your pronouns at the door. Advertising is one of America's most popular and potent forms of cultural messaging, and signs of Trump's 'anti-woke' cultural crusade are all over our TVs, on our Instagram feeds, and in our communities. According to a poll from Gravity Research, 39 percent of corporations surveyed planned to reduce Pride Month initiatives in 2025, with none planning to increase their engagements. And World Pride, which was just held in Washington, DC, reportedly received only around 30 percent of its previously projected 3 million visitors. Mastercard, which famously launched a monthlong omnichannel Pride campaign called 'Your True Self Is Priceless' in 2022 and, only a few years before, that developed the widely lauded 'True Name' initiative that championed the identities of transgender Americans, has failed to debut any Pride messaging so far this year. Instead, it quietly withdrew as a top-level sponsor of this year's New York City Pride, along with PepsiCo, Nissan, Citi, and PricewaterhouseCoopers. Target, after receiving conservative backlash for its collections of Pride merchandise in years prior, released a scaled-back, beige-heavy line this year, which has been mocked relentlessly on TikTok. 'Mastercard is a long-standing supporter of the many communities our employees are part of, including the LGBTQIA+ community,' said Will O'Connor, Mastercard's senior vice president of communications for North America, in a statement. 'This year, we continue that commitment by proudly participating in the NYC Pride March and related events with a strong employee-led presence and a community engagement program designed to uplift and celebrate our workforce.' In a statement to WIRED, a Citi spokesperson said, 'Our Citi Pride Inclusion Network is excited about sponsoring a range of Pride Month celebrations and participating in local marches around the globe, including in New York City where we will march in partnership with SAGE, one of our not-for-profit partner organizations.' Similarly, a Nissan spokesperson said the company remains 'committed to promoting an inclusive culture for employees, consumers, dealers and other key stakeholders.' PepsiCo and PricewaterhouseCoopers did not respond to WIRED's requests for comment. Granted, corporations' commitment to LGBT rights, even at the peak of their Pride participation, has long been criticized by some as hypocritical, particularly when it comes to police marching in uniform and companies that profit off war; anger over the corporatization of Pride has sparked protests in multiple North American cities over the years. With the shift away from social justice messaging, 'it becomes pretty obvious that a lot of these things that brands, agencies, companies do are performative,' Mark says. But it's not just Pride. For the first time since 2021, the Super Bowl, which Trump attended, did not stencil its 'End Racism' slogan onto the field in support of racial justice. Denver's Juneteenth Music Festival lost support from more than a dozen companies, causing the event to scale back from two days to one, an event organizer told the Associated Press. According to David Reibstein, a professor of marketing at the University of Pennsylvania's Wharton School, many brands and advertisers appear to have capitulated to Trump's sweeping anti-woke mandates out of fear of being viewed as anti-American. 'We're seeing, more from Mr. Trump, if you're not on board with [him], then you're against America. I think that's part of what he's communicating as American values,' says Reibstein. Ever since Trump signed a series of executive orders in February calling for the elimination of DEI initiatives across both the federal government and private companies, corporate brands and advertisers have been faced with a tough ethical dilemma: Go MAGA or go moral and risk either conservative boycotts or political retribution. Mark says brands have grown increasingly terrified to stand behind their once-progressive messaging. 'I saw an immediate shift in clients who wanted to not publicize work that they had done for different communities who are underrepresented and … specifically about the trans and LGBTQIA+ community,' he tells WIRED. Some industry experts suggest the DEI panic from corporations predates Trump's second presidential win and began with the extreme right-wing backlash over Bud Light's 2023 partnership with transgender influencer Dylan Mulvaney. According to Matt Skallerud, president of LGBTQ+ marketing agency Pink Media, the Bud Light boycott—which reportedly cost the multinational beer company Anheuser-Busch an estimated $1.4 billion in organic revenue—signaled the beginning of the end of corporate DEI policies in the United States. He says business for firms like his has been much quieter the past two years. 'With this kind of war on DEI, it's now a ghost town,' he says. 'A lot of companies [since then] have just decided to wait this out and just see where it's all gonna go … but sadly, like, four years from now,' says Skallerud. Trump's expansive far-right agenda has also made an indelible impact on Hollywood. Warner Bros. Discovery, Amazon, Paramount Global, and Disney have all reportedly walked back their DEI policies following pressure from the Federal Trade Commission, Variety reported. This comes as TV ad spots and social media campaigns are increasingly emulating Trump's vision of a conservative American cultural ideal. A few weeks ago, Stellantis (parent company of Chrysler, Dodge, Jeep, and Ram) launched its 'America Made Us' campaign in honor of America250, the nonpartisan year-long celebration leading up to next year's 250th anniversary of the Declaration of Independence. The spot features a gritty manifesto about the nature of the American spirit—one rooted in freedom, revolution, and football—and a call to action for consumers to 'remember everything this country still stands for.' Ford recently released its ultra nationalist 'For America, From America' campaign, touting its record on creating domestic jobs. Another Ford ad, called 'If They Were Like Us,' calls out other car companies with statements like, 'if they were like us, they would have said no to the taxpayer bailout and added thousands of American jobs'—seemingly a reference to the 2008 financial crisis. Similarly, the Secret Service debuted a first-of-its-kind promo video at the Super Bowl called 'A History of Protection' featuring footage of key milestones in American history which include JFK's inaugural's address, Ronald Reagan's 'Tear Down This Wall' speech, and the 2024 assassination attempt against Trump in Butler, Pennsylvania. Directed by Michael Bay, the spot concludes with a wide-angle shot of eight men walking dramatically toward the camera in front of Air Force One. The closing shot is notably absent of any female Secret Service agents, who along with DEI policies were blamed by many on the right for failing to adequately protect Trump from serious threats. As WIRED previously reported, the Department of Homeland Security has spent more than $500,000 on YouTube ads encouraging undocumented migrants to 'self-deport.' Meanwhile, Coca-Cola, a brand with a history of diverse TV ads celebrating political counterculture, recently awarded Trump with an inaugural Presidential Commemorative Diet Coke. Trump's anti-DEI mandates may have stymied corporate America's flimsy commitment to social justice, but his war against woke culture is particularly prominent on social media platforms. Mark Zuckerberg's and Elon Musk's highly publicized presence at Trump's presidential inauguration marked the first time social media companies like Meta and X pandered publicly to an incoming president. Musk reportedly spent a whopping $288 million to Trump's reelection campaign, while Zuckerberg donated $1 million to seemingly curry Trump's favor. Facebook has abandoned fact checkers because they're 'too politically biased,' Zuckerberg has said, while X has become a force-fed stream of alt-right content, hate speech, and Trump merchandise. Several major corporations, including Comcast, Disney, Warner Bros. Discovery, and Lionsgate Entertainment have resumed spending their ad dollars on X after leaving in 2023 due to antisemitic content on the platform, Adweek reported. But a number of big brands are publicly bucking Trump's fervent MAGA takeover of corporate America. Chief among them is Costco, perhaps the most famous example of a mega-retailer refusing to roll back its DEI initiatives, even in the face of massive political pressure. Earlier this month, Walmart heiress Christy Walton was lauded by progressives for taking out a full-page ad in The New York Times to promote the anti-Trump 'No King's Day' protests nationwide. Walmart had faced public and investor scrutiny for its flip-flopping position on DEI but recently announced its shareholders had voted down anti-DEI proposals with a 99 percent majority vote. Vermont-based Ben and Jerry's has famously called out corporate America for reneging on DEI, has protested the genocide in Gaza, and has spoken out about the climate crisis, joining other brands like ELF Cosmetics, Delta Airlines, Cisco, Levi's, Apple, Salesforce, JPMorgan, Microsoft, and Goldman Sachs in defying Trump's sweeping anti-woke attacks. Reibstein says the onus is also on consumers to support brands 'willing to take a stand.' 'It makes it incumbent on customers to sort of follow not just their product needs, but also their political needs,' he says. 'For example, Costco [being] willing to take a stance, that has made me feel better.' A call-to-action he coauthored after the November election argues that advertising agencies and marketers can heal our fractured political landscape through unifying messages and 'constructive dialogue over inflammatory content.' If we don't, Reibstein tells WIRED, 'it's going to narrow our creativity and narrow our perspective because we can't look at things from various angles.' So far, it looks like Trump's anti-woke measures are limiting the industry from thinking expansively enough to subvert the right-wing new world order currently emerging. But the MAGA threat facing advertising isn't just aesthetic, or even creative—it's existential. Brands, whether we like them or not, help shape public consciousness by transmitting cultural attitudes and political tastes. Which is why brand CEOs, agency executives, and creative decision makers of all levels must start getting comfortable placing moral imperative over political deference; progressive ideals over short-term gain. Or the American imagination won't just turn MAGA. It will cease to exist at all.
Indian Express
21 hours ago
- Entertainment
- Indian Express
With Gillette, Hrithik Roshan shows how everyday grooming can be a quiet form of self-expression
The sharp elegance of a clean-shaven face reflects classic refinement, while others showcase expertly crafted beards. This transformation goes beyond just appearances; it's an evolution of individuality and self-identity. With the Fusion5 razor positioned as the ultimate grooming tool for the modern man, Hrithik Roshan brings this metamorphosis to life in Gillette India's latest campaign. Fusion5 blends seamlessly into any routine whether it's a quick touch-up before a meeting or a meticulous shave for a night out. It helps men define not only their beard but also their confidence. Celebrating 100 years of heritage in men's grooming with Gillette Gillette's partnership with Hrithik Roshan feels effortless a natural fit between a brand built on precision and a man who defines style on his own terms. Hrithik's journey, from discovering confidence to embracing his unique identity, mirrors Gillette's belief: that looking your best starts with feeling at home in your own skin. For Hrithik, style isn't about sticking to a single look. Some days call for a clean shave; others demand a perfectly sculpted beard. But no matter the look, what shines through is confidence. That's what truly sets him apart. With the Gillette Fusion5 razor, switching between styles is effortless. Its precision-engineered design and smooth glide make it easy for Hrithik and every modern man to own every version of themselves. Abhishek Desai, Vice President & Category Head – Grooming, P&G India, said, 'At Gillette, we are committed to providing innovative grooming solutions that elevate the modern man's everyday confidence. We are delighted to welcome Hrithik Roshan to the Gillette Fusion5 family. His impeccable sense of style and dedication to perfection make him the perfect ambassador for Gillette Fusion5 a product designed to deliver the perfect shave and perfect shape. Through this campaign, we aim to demonstrate how Fusion5 empowers men with precision grooming and effortless versatility. Together, we are celebrating the modern man's grooming journey.' Known for his charm and versatility, Hrithik represents a new kind of masculinity one that's all about being yourself. Whether you prefer a clean shave or a well-groomed beard, Gillette reminds every man in India that your grooming choices are something to be proud of. Because looking good should never mean fitting in — it should mean feeling like yourself. One Razor, Endless Possibilities: Thoughtful Design That Gets You The Gillette Fusion5 is more than just a razor it's something that understands your everyday routine. Whether you like a clean-shaven look or prefer keeping a well-shaped beard, it gives you the freedom to choose what feels right for you. It's about making your everyday grooming feel easy and worth it. At the core are five finely spaced blades that work together to reduce pressure and give you a close, smooth shave no tugging, no irritation, just comfort. Then there's the Microfin Guard a small but powerful detail that gently stretches your skin and lifts hairs, helping avoid those annoying nicks and making each shave feel effortless. Need to tidy up the edges? The precision trimmer on the back is made for those moments when you want a sharper jawline, cleaner sideburns, or a well-defined beard. And because real life doesn't happen in perfect conditions, the ergonomic handle is designed to stay steady in your hand even in a steamy bathroom. It gives you control where it counts, moving with your face, not against it. The Gillette Fusion5 understands that grooming isn't just a task it's a ritual. One that starts your day, sets the tone, and helps you show up as your best self. Grooming That Grows With You The versatility of the Fusion5 is what makes it unique. Its features meet all your grooming needs, whether you're looking for a clean shave for a special occasion or a well-defined beard for daily wear. Fusion5 is more than just a razor; it's a grooming partner that changes with your routine to help you feel and look your best while creating your signature look each day. This philosophy is brought to life in Gillette's latest initiative with Hrithik Roshan, whose own journey of embracing individuality and confidence reflects how grooming can be a powerful expression of self. You may have already spotted Hrithik Roshan lighting up billboards across the country striking in bold orange, confident, and unmistakably himself. With more powerful stories and moments on the way, Gillette is inviting every man to join the movement to shape his look, own his style, and redefine what confidence means today. Disclaimer: This content is sponsored and does not reflect the views or opinions of IE Online Media Services Pvt Ltd. No journalist is involved in creating sponsored material and it does not imply any endorsement whatsoever by the editorial team. IE Online Media Services takes no responsibility for the content that appears in sponsored articles and the consequences thereof, directly, indirectly or in any manner. Viewer discretion is advised.
Scottish Sun
2 days ago
- Business
- Scottish Sun
Tesco shopper reveals how to get ‘hidden' coupons and freebies including £21 Gillette razor
Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) TESCO shoppers have said they have found hidden freebies through the major supermarket's loyalty app. Customers have raved about the free items they have managed to get their hands on through the Tesco Clubcard app, including free toiletries. Sign up for Scottish Sun newsletter Sign up 2 One shopper managed to get this Gillette razor for free, saving them £21 Credit: Facebook/ Extreme Couponing and Bargains UK 2 They spotted the coupon in the Tesco Clubcard app Credit: Facebook/ Extreme Couponing and Bargains UK The deals are available through the app's coupon feature, which lets shoppers earn rewards and freebies when they spend. Shoppers have shared their bargains on the Extreme Couponing and Bargains UK Facebook group, where one said: 'Tesco Clubcard have just given me a coupon for a free razor worth £21. 'I encourage you to check your Clubcard Coupons regularly. I had been checking daily for weeks and nothing, then suddenly I got 11 coupons on the app. 'Double points on shop, 50 points for this and that, however this free item is the most impressive.' Another shopper said: 'I got a free Oral B toothpaste and £6 off a £40 shop the other day. I hardly look at coupons when in store but glad I did!' Meanwhile, a third said: 'Got 4 coupons from money off to extra Clubcard points but had a 5th offer come thru today for extra points after I'd done my order and will run out before next order… only ever get 5 offers.' But others have said they have not been so lucky. One said: 'I spend an absolute fortune on tesco and never get anything. 'My friend goes in now and again and gets loads x.' Meanwhile, another said: 'I got 10% off shaving foam if it helps.' TOP TESCO BUYS Tesco has said the coupons in its app are sent to customers based on their shopping habits. To get the vouchers you need to head to the My Clubcard coupons section of the Tesco Grocery & Clubcard app. You need to add the coupon to your card before you can use it. To do this go to View Coupons and select Add on the coupon you would like to use. What can I get with Tesco Clubcard? TESCO'S Clubcard scheme allows shoppers to earn points as they shop. These points can then be turned into vouchers for money off food at the supermarket, or discounts at other places like restaurants and days out. Each time you spend £1 in-store and online, you get one point when you scan your Clubcard. Drivers using the loyalty card get one point for every two litres spent on fuel. One point equals 1p, so 150 points gets you a £1.50 money-off voucher, for example. You can double their worth when you swap them for discounts with "reward partners". For example, £12 worth of vouchers can be swapped for a £24 three-month subscription to Disney+. Or you can swap 50p worth of points for £1 to spend at Hungry Horse pubs. Where you can spend them changes regularly, and you can check on the Tesco website what's available now. Tesco shoppers can also get Clubcard prices when they have the loyalty card. The discounted items change regularly and without a Clubcard you'll pay a higher price. These Clubcard prices are usually labelled on shelves, along with the non-member price. But it's worth noting that just because it's discounted doesn't necessarily make it the cheapest around, and you should compare prices to find the best deal. You can sign up to get a Tesco Clubcard in store or online via the Tesco website. You can then scan your Clubcard at the checkout to redeem it. Every coupon comes with an expiry date, so make sure to check this before you head to the tills. The coupons on offer change regularly but Tesco has previously offered £2.50 off when you spend £10 on free range chicken. What other offers are available at the supermarket? Lidl also frequently offers hidden discounts and freebies in its loyalty app. Customers have said they have previously got their hands on doughnuts, fresh fruit and pasta. The coupons are tailor-made for each customer based on their shopping habits. The offers change regularly but some customers have said they were given a free bakery sweet treat when they spent £10 in a month. Sainsbury's customers can also get coupons which could save them money on their weekly shop. To find your offers simply log into your Online Groceries account and click Coupon Wallet. You can only use one of each coupon in a single transaction. How to save money at Tesco EVERY little helps when it comes to saving money at Tesco. The Sun's Head of Consumer Tara Evans explains how you can save money at the UK's biggest supermarket. Clubcard points Tesco first launched it's loyalty scheme back in 1995. You get one point for every £1 you spend in store. If you spend points in store then 100 points is worth £1. You can spend your points via its reward partners and get triple and even sometimes quadruple the value. Extend Clubcard points You can find lost Clubvcard points and find the last two years of unused vouchers by logging into the Tesco Clubcard site. Clubcard prices If you don't have a Clubcard then you will miss out on its cheaper Clubcard prices. However, don't forget to check prices before you shop because it might not be cheaper than elsewhere, especially on big value items like washing powder and loo roll. Yellow stickers Shops do vary the time they reduce groceries with yellow stickers but Tesco tends to be between 7pm and 9pm. Save money if you shop online If you get your Tesco food shop delivered then it might be worth buying a delivery saver pass to help cut the cost of delivery fees. If you live near a Tesco then you can get click and collect slots of as little as 25p, so it might be cheaper than getting your food delivered. Do you have a money problem that needs sorting? Get in touch by emailing money-sm@ Plus, you can join our Sun Money Chats and Tips Facebook group to share your tips and stories
What's On
19-06-2025
- Entertainment
- What's On
Celebrate Father's Day in Dubai with Gillette's weekend pop-up at Festival City Mall
In the UAE – as well as Syria, Egypt, Lebanon and Jordan – Father's Day is celebrated annually on June 21. And, i f you've been meaning to do something special for your dad – or that one person who's been a quiet guide through it all – this one is for you. Gillette is taking over Festival Square at Dubai Festival City Mall from Friday, June 20 to Sunday, June 22, and it's all about celebrating fatherhood, mentorship, and real connection. What's happening The activation runs 10am to midnight all weekend, with simple but meaningful ways to get involved. Expect a mix of cool, feel-good moments: A dedicated photo zone to snap something worth keeping Free giveaways in celebration of Father's Day A chance to shout out your role model in a meaningful way Why it's worth going June 21 might not be circled on most calendars, but Gillette is making sure Father's Day gets the recognition it deserves. More than just a grooming brand, they're using the weekend to spotlight the impact of fatherhood, mentorship, and the people who quietly guide us through life. The vibe It's casual, it's heartfelt, and it's built for real connection. Expect a cool space to honour the people who've shown up for us – whether they're a dad, stepdad, coach, older brother, or friend. You'll walk away with a smile, a memory, and maybe a surprise or two. Tag along with your dad, your mentor, or just come by to be part of something good. Location: Festival Square, Dubai Festival City Mall Times: June 20–22 from 10am to 12am Contact: @gillette_arabia Images: Supplied > Sign up for FREE to get exclusive updates that you are interested in
Web Release
18-06-2025
- Entertainment
- Web Release
Celebrate Father's Day Weekend with Gillette at Dubai Festival City Mall
This Father's Day weekend, Gillette is inviting families to celebrate the dads and role models who shape our lives, with a fun activation. While many in the UAE may not know that Father's Day falls on June 21, Gillette is on a mission to change that, by shining a spotlight on the importance of fatherhood and mentorship in all its forms. You're invited to celebrate Father's Day this weekend at Dubai Festival City Mall. As a global leader in men's grooming for over a century, Gillette has always helped men look and feel their best. Now, we're extending that mission to ensure every father and role model feels seen, appreciated, and celebrated. Join us for the activation during Father's Day weekend, from Friday, June 20th to Sunday, June 22nd, 2025, at Dubai Festival City Mall– Festival Square (Ground Floor), from 10:00 AM to 12:00 AM. What to Expect: Photo moments celebrating loved ones Complimentary giveaways in celebration of Father's Day A chance to recognize your role model in a big way This Father's Day weekend, bring your father or role model and celebrate the people who've helped shape your journey, with Gillette.
