For its November 2020 campaign, Gillette chose to represent new faces of masculinity, under the slogan "When we found who we are". Far from the insecurities of men outraged by this ad, the models respond to the hatred it has unleashed.
Gillette continues to develop her image and that of men. The razor brand, founded in 1901 by the creator of the same name, wanted to enter the twenty-first century by changing the view of masculinity. In January 2019, their ad evoked toxic masculinity and harmful injunctions made to men. In 2020, Gillette strikes a blow by summoning non-standard models: a couple of gay men, a young trans man, a heavily tattooed youngster, another with long blond hair. Enough to scream LGBTQIphobes, men, but also some women, on social networks.
Lois, a 22-year-old trans man, had previously participated in an advertising campaign for the underwear brand MyJojo. He is one of the faces of Gillette today. "It is close to my heart to embody this new masculinity, he explains to aufeminin. We trans men are invisible in the media, so I take this opportunity to show that we exist and that we don't have to question our identities! " He defends a plural vision of masculinity, far from the clichés conveyed by the pubs of yesterday, but also today. "Masculinity is multiple, reminds Lois, it depends on how we feel and our experience. You have to break away from the cliché of the virile, tall and muscular man. You can also be sensitive … " Obvious for the young man, who says he is almost amused by the skin reactions that the campaign arouses on social networks. "I consider that I don't pay attention to these people. They make me laugh at being so hit by a commercial.", explains the one who does not have a minute of his precious time to devote to them.
"We wish them to find peace"
For his part, Simon and Mickaël, the couple who participated in the campaign, decided to respond. Simon, 20, poses in the pub alongside his boyfriend, Mickaël, aka the dancer IAmSnakeNinja. The couple wanted to run this campaign which changes the image of an initially rather conservative brand. In an Instagram post where he is interviewed by Gillette, Simon calls out shocked people to find "Inner Peace"A calm he found himself, claiming to know who he really is without the need for tricks. "I don't see how disturbing this campaign is, it is just fair, legitimate. Just because your habits are changing doesn't mean you have to feel bad, there is no need to be afraid of more tolerance. ! " His definition of masculinity matches that of Lois: it must be specific to each man. "It's like beauty, which is subjective and unique to everyone", he concludes. Really hasten, Hi !