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Lindsay Stein, Campaign US

Research: Nearly 40 percent of women reacted negatively to Gillette spot

While Procter & Gamble’s aim with its new Gillette film may have been to support women and end toxic masculinity, 37 percent of females online had a negative reaction to the spot, according to new research.

The study, conducted by multinational big data research company MavenMagnet, analyzed 920,000 posts around the campaign from various sources, including forums, news sites, Twitter, Facebook, Instagram, YouTube . . .

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