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Unilever, Mondelez, and Procter & Gamble serve Russia market illustration by Alexander Hunter/The Washington Times

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Procter & Gamble's Gillette brand responded to backlash Monday by defending a new ad that features a transgender man's first shave. (Gillette)

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This photo provided by Ralph Lauren shows new company CEO Patrice Louvet. Ralph Lauren Corp. is tapping Procter & Gamble executive Patrice Louvet as its next CEO as the fashion brand seeks to turn its business around. Louvet was president of Procter & Gamble’s beauty brands, which includes Pantene shampoo and Olay anti-wrinkle cream. He is replacing Stefan Larsson, who announced in February 2017 that he would leave the New York-based company after less than two years in the job. (Courtesy of Richard Phibbs/Ralph Lauren via AP)

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This photo provided by Ralph Lauren shows new company CEO Patrice Louvet. Ralph Lauren Corp. is tapping Procter & Gamble executive Patrice Louvet as its next CEO as the fashion brand seeks to turn its business around. Louvet was president of Procter & Gamble's beauty brands, which includes Pantene shampoo and Olay anti-wrinkle cream. He is replacing Stefan Larsson, who announced in February 2017 that he would leave the New York-based company after less than two years in the job. (Courtesy of Richard Phibbs/Ralph Lauren via AP)

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This image provided by Procter & Gamble shows a still from the company's Mr. Clean “Cleaner of Your Dreams” Super Bowl 51 spot. The New England Patriots face the Atlanta Falcons in Super Bowl 51, on Sunday, Feb. 5, 2017. (Procter & Gamble via AP)

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This photo provided by Procter & Gamble shows a still from the company's Febreze Super Bowl 51 spot. The New England Patriots face the Atlanta Falcons in Super Bowl 51, on Sunday, Feb. 5, 2017. (Procter & Gamble via AP)

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This frame grab from video provided by Procter & Gamble shows Rob Gronkowski, right, and Jeffrey Tambor in Tide's "Gronk’s Cleaners Discount" Super Bowl 51 spot. The New England Patriots face the Atlanta Falcons in Super Bowl 51, on Sunday, Feb. 5, 2017. (Procter & Gamble via AP)

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Mr. Clean, the iconic mascot of Procter & Gamble.

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If approved by Congress, Procter & Gamble CEO Robert McDonald, President Obama's nominee as the next Veterans Affairs secretary, will inherit a full plate. (Associated Press)

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Greenpeace activists, including this one dressed in a tiger suit, rappel and hang banners in protest of Procter & Gamble outside of the company's headquarters, in downtown Cincinnati, Tuesday, March 4, 2014. The environmental organization says the 60-foot banners on P&G's two towers were in protest of the consumer products company's use of palm oil from a supplier that Greenpeace says is linked to tropical forest destruction in Indonesia. (AP Photo/The Cincinnati Enquirer Amanda Rossmann)

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Nine Greenpeace activists rappel and hang banners in protest of Procter & Gamble outside of the company's headquarters, in Cincinnati, Tuesday, March 4, 2014. The environmental organization says the 60-foot banners on P&G's two towers were in protest of the consumer products company's use of palm oil from a supplier that Greenpeace says is linked to tropical forest destruction in Indonesia. (AP Photo/The Cincinnati Enquirer Amanda Rossmann)