Zeenat Moorad Associate editor: Financial Mail

We haven’t reached peak beard yet. And men who used to shave every day are, to a greater extent, more comfortable with artfully trimmed two-day shadow as personal grooming policies in some offices (Wall Street and the City included) become more relaxed. Purveyors of razor blades like P&G’s Gillette, and France’s Bic and Schick, owned by Edgewell Personal Care, are working harder to sell their products and remain relevant. Gillette’s risky bet with its new ad referencing the #MeToo movement and "toxic masculinity" is proof of the length to which brands will go to stand out. The reaction to the now viral ad largely fell into two camps: those who applauded the brand, and those who said Gillette was "dead" to them. Either way, if Gillette’s intention was publicity (and by extension profit) through commercialising a social and political movement, it succeeded. Research increasingly shows millennials and baby boomers (um … older generations) want brands to stand for something and to make ...

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