Marketing By Masculininzing The Feminine

[seabeyond]

After reading the comic, I thought it would be fun to have a round-up of examples of masculinizing the feminine — that is, attempts to sell items to men through repackaging and renaming, drawing on ridiculous stereotypes of masculinity to assure men that they can use these products without becoming girly. To start off, how might you sell nail polish to men? Call the brand Alphanail and associate the product with sex and warfare, of course, with, as submitter Gabriella says, “women as props and men as warriors”:







Clémentine C. noticed that Canova, a British company that sells candles, has a line of candles specifically for men, identifiable by the manly images and scents. While the other candles are given names like sweet pea or watermelon, the men’s versions have more detailed names, with allusions to “bringing out the dog in you,” “the sweet smell of success,” and “a splash of motor oil.” The Cassis & Fig with Added Danger candle includes a silhouette of a woman behind a martini glass, reminiscent of a stripper pole:





What makes these colors masculine? A simple name change. The website helpfully translates the “real” names of their paints into man-speak:







And finally, along with your tea, perhaps you’d like some healthy cereal, but you’re worried that health foods are associated with women. Well, don’t worry; Tesco sells Chunky Muesli, a “cereal for men.” It’s made safe for men with construction-zone packaging:





http://thesocietypages.org/socimages/2011/12/05/marketing-by-masculinizing-the-feminine/

[redqueen]

1. I guess since PR disasters like 'bic for women'

Companies have decided they might as well try this pandering crap on men.

I wonder what the reviews are like.

[ismnotwasm]

2. Here's a fun one

Now that I’ve stopped laughing and can breathe again, I can share this website that I came across through a Sociological Images article.

http://feministphilosophers.wordpress.com/2013/02/20/sexcereal/


I need to get an app so I can post pictures from my iPad

[sufrommich]

3. There is no low too low for the

marketing wizards.