Razor company Braun may be the next company to face a boycott, as backlash mounts to a resurfaced ad featuring a trans male with visible mastectomy scars.
In a Braun Series X Hybrid Trimmers ad posted on the bottom of the company’s website, a shirtless man with scar lines under his breasts can be seen using the product to apparently shave his face.
The shaving accessory is advertised as being for beard hair, body hair and head hair.
As the photo was again circulated online, X users slammed the company for promoting sex change operations — and have begun to call for a boycott.
Chris Elston, an activist who claims he is “traveling the world to expose gender ideology and why children cannot consent to medical transition,” tweeted: “Braun is now celebrating the mutilation cult of gender.”
Conservative influencer Ian Miles Cheong also suggested the company has “gone the way of Gillette and Bud Light,” two other companies that have faced backlash for their use of transgender individuals in advertisements.
And psychologist Dr. Jordan B. Peterson said, “Braun is looking hard for its Budweiser moment,” after the beer company’s stock plummeted in the wake of transgender TikToker Dylan Mulvaney announcing she was partnering with Bud Light to celebrate her first year as a woman.
In the UK, the ad has also been slammed as “shockingly immoral” and 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, executive director of Sex Matters, told the Telegraph.
“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 a history as promoting social contagion and what will become of the most notorious medical scandals.”
James Esses, co-founder of Thoughtful Therapists — a group of psychologists concerned about the effect of gender ideology — added: “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.”
The Post has reached out to Braun’s parent company, Procter & Gamble, for comment.
But in a statement to Newsweek, a Braun spokesperson said the image is just “one of hundreds … on our site showing people using our products — all of which are reflective of the consumers we serve.”
The spokesperson added that the image is two years old.
A spokesperson for Procter & Gamble also told the outlet: “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.”