Campaigners fury over Braun's advert for men's trimmers which features trans model with double mastectomy scars

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  • Topless model promoting trimmers appears to have scars related to the surgery.

Braun have been slammed as ‘shockingly immoral’ after advertising men’s trimmers with a trans model who has double mastectomy scars.

The topless model promoting the Series X Hybrid Trimmers for the grooming brand appears to have scars related to the surgery.

The shaving accessory is advertised as being for beard hair, body hair and head hair – offering ‘styling and trimming from head to toe’.

‘Promoting the removal of healthy breast tissue is not only shockingly immoral, but against advertising standards guidance to not glamourise or trivialise cosmetic surgery,’ Maya Forstater, the executive director of Sex Matters told the Telegraph.

‘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.’

The topless model promoting the Series X Hybrid Trimmers for the grooming brand appears to have scars related to the surgery

The topless model promoting the Series X Hybrid Trimmers for the grooming brand appears to have scars related to the surgery

Maya Forstater, the executive director of Sex Matters, says executives of Braun must be 'living under a rock'

Maya Forstater, the executive director of Sex Matters, says executives of Braun must be ‘living under a rock’

James Esses, the co-founder of Thoughtful Therapists - a group of psychologists concerned about the impact of gender identity ideology - accused the grooming brand of being 'willing to glorify irreversible surgery'

James Esses, the co-founder of Thoughtful Therapists – a group of psychologists concerned about the impact of gender identity ideology – accused the grooming brand of being ‘willing to glorify irreversible surgery’

They complain that the grooming advert goes beyond what is acceptable under the Advertising Standards Authority.

The ASA guidance warns against ‘glamourising’ or ‘trivialising’ the decision to have cosmetic surgery, which should never be portrayed as ‘safe, easy or risk free’.

James Esses, the co-founder of Thoughtful Therapists – a group of psychologists concerned about the impact of gender identity 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.’

It comes just weeks after Costa Coffee was accused of glamourising ‘complex and dangerous surgery’ by covering a van with a cartoon image featuring mastectomy scars.

The UK’s largest coffee chain defended its use of the image to promote ‘inclusivity and diversity’ but was branded ‘crass and irresponsible’ and ‘absolutely bonkers’ – and there were calls for a boycott of the company on social media. 

The image, depicting an androgynous-looking character wearing long shorts with scars below each nipple, is taken from a mural designed by the chain for Brighton and Hove Pride last year. 

Use of the image on a mobile coffee van used at events around the country was condemned by feminist campaigners and people who had breasts removed due to cancer.

Tanya Carter, spokesman for child safeguarding campaign group Safe Schools Alliance, said: ‘It’s almost unbelievable that Costa would do something so crass and irresponsible as to use this image. 

Braun have been contacted for comment. 







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