I always love a good behind-the-scenes marketing story and last month NPR reported that Proctor & Gamble is facing falling men’s razor sales as beards have become more fashionable.  Their response?  To put more pressure on men to shave other parts of their bodies.

Always a glutton for punishment, I set out to discover just how they were going to try to convince men to do this… and I was not disappointed.

Gillette has hired models to convince men to shave, well, their whole body.  A slightly longer ad featuring three of them begins with the question, “What do you say to a guy who grooms everything?”  To which they answer, “Yaaaaaaay!”  No really.

This is the sexual objectification of male bodies.  The use of threats like “you’ll be disgusting to women if you don’t do what we say” is a form of social control.   One point for capitalism over its long-enduring opponent in the male hygiene and grooming market: gender ideology.

Cross-posted at BroadBlogs.

Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.
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