Two of their three star endorsers, Tiger Woods and French footballer Thierry Henry, have been flung from the towers of public disapproval, undoing millions of dollars of in-store merchandising, television commercials and sport sponsorships.
Imagine the huge sigh of relief as the third leg of the triumvirate, tennis maestro Roger Federer, not only won yet another Grand Slam this past weekend, but did so without any revelations of cross-dressing. He is, for the time being anyway, the best man Gillette can get.
And herein lies the problem. As with people who choose to serve in public office, the scrutiny of the private lives of potential product endorsers is about to enter a whole new realm.
The likely outcome is that conservative advertisers will decide there is simply too much at stake to trust celebs and begin to back off using them altogether: fame and fortune rarely lead to model behaviour.
This shift, rather than his steely golf game, may be the biggest impact Tiger Woods has.