College students majoring in marketing must have to take an oath to "preserve, protect and defend the masculine ego." Or that's what I assume when I see marketing strategies designed to mask the feminine side of grooming for the sake of the macho psyche.
For instance, there's Maneuver Working Wax. Sounds like a car wax, right? Wrong. It's a hair styling product for men.
Because as we all know, men don't style their hair, they maneuver and work it.
Likewise, men don't soften and moisterize their skin with silky-feely lotions like we delicate ladies do. No. They use Industrial Strength Hand Healer.
You know, a manly medicinal cure for those rough, raw, overworked hands.
The latest that caught my eye, thanks to SAM pointing out an ad in the Sunday newspaper, are "compression shorts. " Have you seen these?
Women wear girdles, or if you are modern and adventurous like Mrs G, you wear Spanx (not to be confused with kinky sex acts).
But not our masculine counterparts. Nuh-uh. Men don't don shapewear to tuck their tummies. They compress their thighs, elevate their groins and tame their torsos with legwear that sounds more like a computer data procedure than a body fat minimizer.
I must suppose it's all in the service of maintaining the image that men are tough and strong where women are soft and weak. At a time when women are putting windshield sized cracks in the glass ceiling and consistently outperforming men in colleges and universities, Madison Avenue is busy catering to the side of men that seems to require reassurance that they'll still be king of the hill. It's as if the more a society approaches gender equality, the more it resorts to contrived differences.