News/Commentary

Razor company faces backlash over ad featuring trans ‘man’ with mastectomy scars

September 22, 2023 | | Print Article

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.

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.”

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.”

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:

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