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

Guys prefer 'strong, virile' pitchmen

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.