Katrin sent in a page from the NatWest Bank magazine, Sense. The page describes beauty products for the “new man.” Katrin says she stared at it for a long time because it was just so…unfamiliar.
What’s striking about the page is that it doesn’t hypermasculinize the products, regimen, ingredients, or outcome in order to appeal to the male customer by de-feminizing the whole idea of beauty products.
In other instances, we’ve seen hair products labeled things like “maneuver,” “retaliate,” “stand tough,” “work hard,” and “bulk up”; make-up for men named with terms like “power face mask,” “confidence corrector,” “mission balm,” “battle scars repair cream,” “cream me face base,” and “blo-job bronzing powder.”; and shaving your pubes marketed with the suggestion that it will make your penis look bigger.
