FaceLube: The Perfect Storm of Anxious Masculinity
The revolution will be fought with $150 skin care products.
Industries that do target men directly deploy writhing women, thinly-veiled phallic imagery, and sophomoric humor to emphasize how manly it is to buy. When manufacturers attempt to sell traditionally feminine products directly to men, the masculine undertones are rendered more explicit. Slip on a pair of khakis to really "Wear the Pants." Sip that diet soda—it's "Not for Women." Spray on a little bit of fragrance, then "Get Some."