Just For Men & Hipsters

Remember Just For Men? Or ‘JFM’ as it likes to call itself now. Well, it never went away – and it’s all over social media. Though perhaps it’s just my social media – because those pesky algorithms know how old and grey I am now. Launched in the late 1980s by Combe Incorporated of White Plains NY (who also market Grecian 2000), Just For Men was a pioneering mainstream male vanity brand. If incredibly cheesy. They became a byword for camp in the sense of […]

The Ultimate Male Consumer

Male grooming seems to be growing a pair. I recently wrote about a rather ballsy TV ad for Below the Belt antiperspirant gel – for testicles. Here’s another, viral ad for the same brand, the butch Scottish voiceover perhaps playing naughtily on Gerard Butler’s hairy grooming forays. It’s exciting to see that at last, male grooming is getting up close and personal. And also that now possibly the most important but hitherto most overlooked male consumer of all is stepping out of the shadows and finally being […]

Irritating Male Skincare

Men’s skincare commercials can be the pits. What’s the point of ‘all natural’ ingredients if the ad brings you out in a rash? This one from the butchly-named Bulldog currently airing on UK television, is one of the most irritating I’ve seen – in a very competitive field. In it two bearded elves beavering away in Santa’s workshop talk about how much they ‘love Christmas’. Then the one on the left announces: ‘We spend all year making gifts for people all over the world but […]

‘A Fresh Clean Smell That Could ONLY Be Masculine!’

Mark Simpson has a sniff around a classic men’s deodorant ad that reveals how far we’ve come – and also how some things never change Back in the 1960s the mass-market ‘grooming’ of men by advertisers wanting to sell them vanity products was only just beginning its warm-up. This rare and pristine copy of a 1968 UK cinema ad for men’s deodorant with the reassuringly martial name ‘Target’ (a brand that seems to have gone missing in the intervening half century) recently posted on the BFI website is […]

Menbarrassing Advertising

You may remember I recently blogged about the Brazilian Dove Men+Care shampoo ad in Brazil. The one with the male office drone transformed, to his horror, into a beautiful Beyonce Drag Queen. Because he used the wrong kind of cosmetic. The kind that doesn’t double Dove’s money. It had a rather laughable message, but at least it was funny and well made. These British ads for Dove Men+Care shower gel and deodorant currently running on UKTV are different. They have a laughable message but aren’t […]