The razor manufacturing company Braun is being slammed for a “shockingly immoral” promo featuring a shirtless woman who identifies as transgender and has visible mastectomy scars.
The Telegraph reported on Monday that the U.K. branch of the grooming company has featured a woman identifying as a man to model the company’s Series X hybrid trimmers. The female model appears to have undergone a double mastectomy, a procedure frequently done when women who identify as men have their breasts removed to look less feminine.
“Promoting the removal of healthy breast tissue is not only shockingly immoral, but against advertising standards guidance to not glamourise or trivialize cosmetic surgery,” Maya Forstater, the executive director of Sex Matters, told the Telegraph. “The campaign perpetuates the terrible lie that women can become men if they have their breasts removed and take hormones.”
“Braun executives must have been living under a rock if they think that 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 added.
The photo is one of several used to promote the company’s new line of hybrid trimmers in the U.K., and visible scar marks can be seen on the model’s chest. The U.S. website for Braun does not yet offer the same products that the woman was used to promote.
The company appears to have worked with the woman before, as an unlisted YouTube ad from December 2022 for the Braun Series X shows. The model seems to go by the name “Michael” but has not yet been further identified.
The Daily Wire reached out to Braun U.K. for further comment on the model and the ad.
Braun is just the latest grooming company to face backlash for its promotion of transgender ideology. Calls to boycott Harry’s Razors came earlier this year after it partnered with a woman who identifies as a man and who had her breasts removed.
Harry’s had previously publicly attacked and pulled advertising from The Daily Wire after host Michael Knowles made comments critical of transgender ideology, in part leading Daily Wire co-founder Jeremy Boreing to launch Jeremy’s Razors.
Braun’s parent company is Procter & Gamble, which has promoted transgender ideology and pushed corporate diversity, equity, and inclusion initiatives. Last year, the company posted a testimony from a male employee talking about the medical procedures he underwent to look more feminine. He spoke of going through facial electrolysis (a process to remove facial hair) and using bandages and “compression tops” to “bind” his newly feminized chest to hide his “transition.”
That came after Procter & Gamble partnered with leftist organization GLAAD on “The Visibility Project,” a campaign to “drive and to sustain LGBTQ inclusion in advertising and marketing” launched in November 2021.
Another Procter & Gamble company, Gillette, featured a young girl who identified as a boy learning to shave her face alongside her father.
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