gender: beauty

This ad reminds women that they need to get their bodies ready before Rehab–and no, not that kind of rehab; it’s a big party being put on here in Vegas. Without new boobs, you simply won’t be “ready”–i.e., attractive enough–for this event. This could be useful as a really extreme case of ads that try to make people feel inadequate and provide a solution in the form of a product or service.

And as far as I can tell, what you’re supposed to be “ready” for is to be sexually available–she’s pulling her bikini bottom down and has a seductive look on her face.

Also, notice the doctor is having a “buy one, get the second 1/2 off” special if you bring in a friend. So women should encourage each other to feel uncomfortable about their bodies.

From Las Vegas Weekly.

Here is an image for the website from Just for Men’s Touch of Gray line:

This product covers most, but not all, of a man’s gray hair. From the website:

Why use Touch of Gray? A little gray to show your experience, but not so much
that it hides your vitality.

There are a range of shades available and you can control how much gray is hidden.

The website has a total of four images of men with women. As Vanessa V., who sent this one in, pointed out, none of the women have a “touch of gray.” Nor could she imagine a product like this marketed to women.

Here is another example of an ad that gives men permission to age in a way women never are.

Other men’s hair dye posts: here, here, and here.

Thanks, Vanessa!

NEW: Corey O. found a Just for Men commercial that references Woodstock (sadly, I can’t find a video of it). Corey says,

It has everything you could want in an advertisement: classic rock soundtrack, co-opted counterculture, mixed messages about aging, demonstrations of male virility, minorities on the margins, gender disparity, and attempts to sell a “natural” look. The total package. What really got to me, though, was the gender aspect. Can you imagine a line of hair dye marketed toward women which is meant to leave some grey intact? I don’t think that Just for Men can either — in contrast to the silver-streaked men, none of the women in the ad are sporting a natural look and some look like they’ve had rather recent visits from the botox fairy. This ad is a nice way of illustrating the double-standard that women face in regards to aging: while men can benefit from grey hair as an illustration of their maturity without sacrificing their virility, women must always strive to look as young as possible. Because this is an ad for men’s hair dye, however, it also illustrates that while men may benefit from less scrutiny of their appearance than women, their appearance is also satisfactory only with the use of beauty aids.

I also like the appropriation of Woodstock and the counter-culture movement of the ’60s.

Thanks, Corey!

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.

The fact that botox can be marketed with the phrase “freedom of expression” testifies to fact that there is no need for advertising to include any truth whatsoever.

Text:

Don’t hold back! Express it all! Express yourself by asking your
doctor about BOTOX Cosmetic. Millions of women already have.

Thus far in American history, the fact that men have escaped an onslaught of advertising for beauty products is a triumph of gender ideology over capitalism. Companies, after all, could double their market if they could convince men that they, too, were unsightly without make-up.

If a company were to try to market make-up and beauty regimes to men, however, their smartest move might be to masculinize make-up. And, this is, indeed, what some companies are doing. Here are some products. Their design is interesting, but their names are the most fun. Some of them are subtle, others not so much.

Studio Five Sport and Sun Tone Enhancer (or, as the ladies say, blush):

MensGroom Time Fighter (we call it anti-aging cream):

Male Species Power Face Mask (when you need a power face to go with your power tie):

4VOO Distinct Man Confidence Corrector (because you’re going to need confidence when you go on your mission):

Ener-C After Shave Mission Balm (Is the shave itself a mission or are you going on a mission after you shave? And, is it impossible?):

Ken Men Battle Scars Healing Anti-Inflammatory Repair Cream (I guess you need this post mission):

Studio 5ive Double Stroke Cream Mascara (get it?):

Ken Men Cream Me Face Base (oh come on!):

Ken Men Blo-Job Bronzing Powder (you’ve got to be kidding!):

Also interesting is the Aveda marketing for hair and skin products aimed at men.

The products are called Pure-formance:

Notice the scruffiness of the men in the images, the dark blue-grey-black colors, and the use of nature. Below you can see the design of the products: brown, orange, grey, and sage colors with angular shapes (on a blue background, of course).

The first two paragraphs of text:

It’s a biological fact: men are different. Their scalps are thicker than women’s and on average produce twice the level of oil. This can make men more prone to sensitivity, dryness, itchiness, irritation and redness.

The Aveda Men collection is tailored to men’s essential need for high-performance scalp and hair management that’s easy to use.

So men are different than women. This is simply biology. They are more: “thicker” and “twice.” And, of course, no matter what it is, it must be “high-performance.

NEW! Mordicai points us to Man Glaze:

NEW! (Jan. ’10): David B. let us know about On the Job, a line of lotions targeting men. The line includes hand lotion, cleaner, and “armor,” which isn’t lotion, it’s a polymer glove.

NEW! (Feb. ’10): Andrea let us know about dznuts, a “high viscosity chamois cream” marketed to men as a way to minimize chafing while riding a bike:

Ladies, you can buy a shirt that designates you as an Official Applicator:

What Andrea found interesting is that, despite the name and logo, the product isn’t actually for a guy’s testicles at all. As the product description page says, it’s to prevent saddle sores in the perineal area…something both men and women have, as it turns out. But the creator apparently thinks the “for men only” marketing scheme–in which women aren’t riding bikes, they’re taking care of men who do–will be highly effective, because it costs twice as much as similar, but non-gendered, products.

Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.

This is an ad for a diet pill called SlimQuick:
[youtube]http://www.youtube.com/watch?v=66oZY3NcxLA[/youtube]

This is Julia Roberts winning the Oscar for best actress. It was 2001. Notice that, despite the fact that she won for her portrayal of a very highly sexualized woman, she isn’t a stick figure. In fact, relative to the twigs of today, she is actually kind of thick and has pretty big arms. Could a woman could go to the Oscars looking like this today and not get called fat in the tabloids?