German razor company Braun is facing massive backlash and a boycott over a photo from two years ago showing a tattooed transgender male with mastectomy scars shaving in an advertisement.
According to the New York Post, the Braun Series X Hybrid Trimmers ad, which was formerly at the bottom of the company’s UK website, featured what appeared to be a shirtless transgender man with mastectomy scars shaving. That indicates that biologically, he’s a she.
The ad is for a shaving accessory that is meant to cut and trim beard, body, and head hair.
The photo has resurfaced after two years and is circulating on X. Users blasted the company for promoting transgenderism and people are now calling for a boycott.
Braun is now celebrating the mutilation cult of gender. pic.twitter.com/c3fU8Og4j9
— Billboard Chris (@BillboardChris) September 19, 2023
Chris Elston, who is a high-profile activist and claims he is “traveling the world to expose gender ideology and why children cannot consent to medical transition,” posted on X, “Braun is now celebrating the mutilation cult of gender.”
He was the first of many to call out the razor company.
Conservative influencer Ian Miles Cheong also asserted that Braun has “gone the way of Gillette and Bud Light.” Both of those companies have used transgenders in ads and have been hammered for it while losing billions in profits.
Dr. Jordan B. Peterson wrote on X, “Braun is looking hard for its Budweiser moment.”
Ladies and gents, please show ALL the men in your life this ad. Apparently Braun thinks a woman with a mastectomy is actually a man. Let’s give them the bud light treatment. Please RT #boycottbraun https://t.co/qUfzjhpaQ9
— Canadian_Girl (@Gaelic_Queen) September 19, 2023
The ad has been called “shockingly immoral” in the UK by conservatives. The company is being investigated for violating Advertising Standards Authority guidelines, according to Pink News.
“Promoting the removal of healthy breast tissue is not only shockingly immoral but against advertising standards guidance to not glamorize or trivialize cosmetic surgery,” Maya Forstater, who is the executive director of Sex Matters, told the Telegraph in an interview.
“Braun executives must have been living under a rock if they think this campaign represents ‘inclusivity.’ The reality is that Braun has now written itself into history as promoting social contagion and what will become one of the most notorious medical scandals,” she contended.
James Esses, who is the co-founder of Thoughtful Therapists, also noted, “Once again, we find a private corporation willing to glorify irreversible surgery being performed on the healthy breasts of women, in pure pursuit of profit.”
It is an aberration.
Grotesque imagery used solely to increase profits at the expense of women everywhere,men too,and in particular,all women who have had to undergo mastectomies through breast cancer.
This company is a disgrace to humanity.
— Martin Ryan (@TheQuareChap) September 19, 2023
Braun, which is a subsidiary of Procter & Gamble, gave a statement to Newsweek on the matter, claiming that the image was just “one of hundreds … on our site showing people using our products — all of which are reflective of the consumers we serve.”
The spokesperson who issued the statement was quick to point out that the picture was two years old as if somehow that makes it acceptable.
A spokesperson for Procter & Gamble also told Newsweek, “We routinely refresh and repurpose our videos and still images showing our products in use across multiple platforms — as we did with the Series X materials in 2020.”
The blowback on X was immense against Braun:
Bud light em. These companies need to feel it.
— BTowne (@blaino70) September 20, 2023
At this point I’m gonna have to go full grizzly. Running out of shaving companies I’ll use.
Still haven’t forgiven @Gillette, and I was a customer since 1995 with them.
— Freedom over everything. (@SpeakTruthAndRH) September 21, 2023
Shaving their way to brokeness. pic.twitter.com/nBORSrzsji
— Gilberto Davila (@GilDavila365) September 21, 2023
Why do companies believe that anyone wants to see this garbage let alone buy a product that advertises in this way.
— Ryan Wasielewski (@Wazzeinvesting) September 20, 2023
So now Braun is using a transman to advertise their new razor.
You can clearly see the woman has undergone the surgery and has had a double mastectomy.
— patrice (@patricej36) September 21, 2023
Good to know. Will never buy @Braun again
— Agentcarnivore (@Amanincan1) September 20, 2023
Some budlite tough love is in order.
— Cecil Gericke (@Cecil_Gericke) September 20, 2023
I already ditched Gillette over their ghastly ad’. Beginning to get low on options.
— Tim Bromige (@Timbrom2) September 19, 2023
Good to let women know who we shouldn’t give our buying power to @Braun
— TweetyBurg (@nivratsmom) September 21, 2023
I’m not wild about Harry. I canceled my subscription to Harry’s Razors as they ran a similar ad showing a transman shaving. Harry’s CEO calls dads “non-birthing parents” and moms “birthing parents” He says the company is “socially minded”.
— Frank Gibbons (@FrankJGibbons) September 20, 2023
That is MESSED up
— Laurel Perry (@LaurelP30844536) September 21, 2023
This is GROSS! It’s amazing how all these brands are committing suicide just to up their ESG scores at the expense of young vulnerable girls!
— Lina- Adult Human Female!!! (@CustodyQt) September 21, 2023
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