Emma M.H. sent in a new example of marketers attempting to masculinize beauty/hygiene products to make them more acceptable to men. The ad for Dove’s Men + Care Canadian body wash line, refers to men’s skin as “man hide,” similar to tough, totally manly cowhide, and thus in need of a good moisturizing now and again, just like your work gloves:
For other examples of making it safe for men to use body care products, see our posts on Brut’s slapping game, a post with several examples, and Allie Brosch’s awesome satire of this type of marketing (as well as all the links at the bottom of that post).
Comments 4
Sam Rogowski — August 16, 2011
I thought it was manly to smell bad after a hard days work.. but then its really not good to smell bad. As a man I am so confused.
Gydea — August 17, 2011
A teeny correction, Allie's last name is spelled Brosh.
Mädchenmannschaft » Blog Archive » Neue Väter ohne Zeit und männlichere Duschgele – kurz notiert — August 18, 2011
[...] Des „Imageproblems“ von Duschgel als weiblich hat sich nun Dove angenommen. Lederstiefel und -jacken sollen Männer nun überzeugen, dass auch sie ihre Haut beim Duschen nicht nur säubern, sondern auch hydratisieren müssen. Via Sociological Images. [...]