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In the changing world of advertising, some things don’t change: Babies are cute, sex sells, and men do not feel comfortable buying toiletries. The problem of how to sell tubes of goo to “average guys” (read: straight ones) has been a problem for brands for decades—whether it’s Bristol-Myers hawking Vitalis hair tonic in 1956 or Avon selling moisturizers today. Then, as now, brands have reached for the same solution: the male celebrity endorser. But that’s the easy part.
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