Want to Sell Men's Grooming Products? Hire an Athlete, Not a Hollywood Star

Guys prefer 'strong, virile' pitchmen

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When it comes to endorsing beauty brands, actresses are a popular choice. Think Jennifer Lawrence for Dior, Eva Mendes for Estée Lauder and Keira Knightley for Chanel. But for selling, say, anti-aging serum to men, there is a wrinkle of another sort.

In marketing men's grooming products, athletes continue to dominate. Numerous Old Spice commercials featuring former NFL player Terry Crews have gone viral. Head & Shoulders, a unisex brand that in recent years has been marketed heavily to men, uses the ex-Pittsburgh Steelers' impressively coiffed Troy Polamalu as spokesman.

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