The head of the Gillette razor company claims that the “social justice” approach they took during their infamous ad campaigns was worth it, despite the fact that it cost them a serious amount of money.

Procter & Gamble (P&G) reported an $8 billion writedown on Gillette, which took a hit in the most recent quarter.

While competition against upstart razor companies such as Harry’s and Dollar Shave Club have contributed to the decline of the more traditional Gillette, it cannot be ignored that the company’s embracing of more controversial and “progressive” stance in their recent ad campaigns was also a factor.

According to Marketing Week, the alienation of some consumers with the #metoo campaign was a hit worth taking in the eyes of Gary Coombe, the president and CEO of the razor mogul.

Despite not regretting his decision, Coombe admitted that the campaign caused significant backlash.

“The worst thing during through that period was, we also lost connection with the millennial generation,” he said. “Gillette quickly became the brand of the millennial generation’s dads.”

Since January, Gillette has released several unpopular ads, including a perceived attack on masculinity and one involving a transgender adolescent.

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