Perspective: You're Beautiful, Man

It's never been easy to interest guys in personal-care products. That's why brands hire other guys to do it

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

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.

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