How about this one? 

Well, it turns out men don't like to be insulted and classified as overly masculine, raging sexists and they're dumping the brand. Gillette's social justice moral preening just cost them $8 billion.

"P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash writedown of Gillette. For the same period last year, P&G’s net income was $1.89 billion, or 72 cents per share," Reuters reports.