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Ever heard of outrage marketing? Here’s a prime example It has the effect of a) reaching a wider audience by igniting controversy and b) polarising the audience. They’re fully aware some will reject the message and boycott, but others will react to that opposition by buying morehttps://twitter.com/Gillette/status/1084850521196900352 …
So before everyone takes up arms to defend their POV, take a minute to understand the mechanisms & incentives behind such a promotion. It’s a risky PR move, but, when done right, results in free advertising. And massive profits!
Seems like the same tactic to me!
By 'right' I don't mean morally correct. I mean whatever makes the company a net profit rather than a loss. The only person who can tell you if it worked or not is Gillette's CFO in a coupe of months 
I don't understand what you mean by that second bit.
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