Marlboro Man meets moisturizer
NEW YORK (AP) — Everyone wants flawless skin, flat abs and a fab rear. But men don't always admit it.
So, companies that sell products promising to help guys lose weight, conceal bloat and enhance skin have to walk a fine line between men's vanity and masculinity. But how do you market moisturizer to the Marlboro Man?
Dove plays the theme song to the 1930s TV western "The Lone Ranger" and compares guys' skin with cowhide in commercials for its men's shower gel. Weight Watchers uses TV spots with trimmed-down singer Jennifer Hudson to market to women, but opts for average Joes talking about drinking beer and grilling meat in ads for its weight loss program for men. Dr Pepper is more overt in ads for its diet soda targeted toward men with the tagline: "It's not for women."
The ads come as guys of all ages are succumbing to growing pressure to suck in their guts and hide their blemishes. In one of the biggest signs that men are more image-conscious, the number of chemical peels, laser hair removal and other cosmetic procedures on men is up 45 percent since 2000, according to the American Society of Plastic Surgeons.

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The exclusive Christmas sets include a body lotion, body cream, make-up or
Then it is to be introduced elsewhere, including a mid-February debut in France and a March 1 kickoff in the US The 90- and 50-ml. eau de toilette Spicebomb sprays will retail for $95 and $75, respectively. The 200-ml. shower gel is to be $28,
In addition to the Cologne itself the range includes Bath and Shower Gel, Bath Salts, Crème Soap (single bar and triple pack), Refreshing Tissues, Roll-On Deodorant, Spray Deodorant, Body Lotion and guest size products.
We thought we'd test Brut's Original Deodorant and Classic Gel Douche shower gel to find out. Firstly, the shower gel. It's not half bad, actually. It's got that same brutish essence that reminds you of your grandad's bathroom.



