Let’s start by stating the obvious about all publicity – generally speaking it’s probably safe to say that all publicity ends up as good publicity, true?
It certainly seems to be true for Gillette anyway, who have managed to get the world talking about their recent ad which aims to wipe out sexism and promote equality. Taking phrases like ‘boys will be boys’ and highlighting how boys should be boys, but just respectful ones.
I’ve written about this topic before – here and here – it’s a topic I feel strongly about especially in relation to the fact that I am raising two boys, and I will be doing my level best to make sure they feel equal to everyone else. I think Feminism is assumed that it’s something only for girls, that it’s only girls who need to be taught that they can be anything or do anything, but boys need to know that this is also NORMAL – they should not feel like they’re doing anyone a favour by agreeing to that, or allowing it, it should just be as normal to them as it is to know that they too can do whatever they put their minds to without gender playing a part.
So with that in mind – I love the ad. I think the message it portrays is completely accurate, and completely necessary. The #MeToo movement IS happening, boys ARE taught that they shouldn’t display emotions, and most importantly, if you KNOW something is wrong you should ABSOLUTELY stand against it, even amongst your peers. Especially amongst your peers! I really hope I can teach my sons to be able to do this, to have the courage to do it because of course it wouldn’t be an easy thing to do. I’ve seen comments online where, I suppose it’s coming from a place of feeling threatened, men are unhappy with the idea, as if it’s about something being taken away from them, rather than being given to all of us.
There’s a definite conflict happening here from Gillette. As much as I like their ad, and think well done Gillette, you’ve risked alienating a massive proportion of your audience and customers here for a really important and necessary cause, (for publicity let’s not forget) but let us also not forget that women grow hair too, and therefore, women might also want to use your products. Gillette might be more associated with men as a male brand, but they of course realise that women don’t naturally have bare legs and bare armpits and bare anything else and so they market at us too.
And here’s the conflict – if they’re all about feminism and equality then why are their products for women all in the typical pink, feminine, soft wishy-washy colours? And worse, why are they all priced higher than the same products for men? This happens across almost any product that is sold to both men and women, so it’s hardly a surprise, but when you’re shouting so loudly about how you’re all for equality, then maybe actions speak louder than words!
Let’s take a look to prove my point. This morning I went on to one of the main supermarket chains website and searched for Gillette. First up is shaving gel.
Hmm. Next up is razor blades –
I think we can tell which is aimed at men and which one is aimed at women. One is €1.98 per blade and the other is €3.00 per blade..!!!
It’s not shocking because it’s not new, and yet it is shocking because it’s just sickening. And yet, it clearly works because women are obviously spending more money on the same product just because it says the word ‘satin’ or because it’s a nice colour, and basically because the marketing is working and convincing us that our hairs shave differently to men’s hairs do. This problem occurs across lots of products – even to pens..!
So on the one hand, Gillette need to do as they say really and for me to be completely impressed, stop charging women higher prices for sexist reasons. On the other hand, the ad does attempt to teach a very important and necessary lesson, and we can only hope that in the end feminism and equality are the real winners out of it all.