April 3, 2006, - 3:22 pm
By Debbie Schlussel
On this site, we’ve repeatedly documented the continuing crisis of the feminization of men in our society.
Today’s USA Today Baseball Opening Day section gives us yet another example.
Last year, we documented L’Oreal for Men’s new product line of moisturizers, anti-wrinkle creams, and exfoliators for men. They made their debut in a full-page ad in USA Today’s sports section.
Well, they’re ba-a-a-ack.
In Today’s Opening Day section, there isn’t just one page, but THREE of the eight pages of the section. One full page is dedicated to L’Oreal for Men’s “Vita-Lift Anti-Wrinkle & Firming Moisturizer” (With Pro-Retinol, same as L’Oreal for Women’s similar cream). The ad says, “The All-Star Anti-Wrinkler.” Nice baseball tie-in.
Another full page is dedicated to “Hydra-Power Invigorating Moisturizer (with Vitamin C “to reduce signs of stress & fatigue”). This one is dubbed, “The MVP Moisturizer.” MVP in “Brokeback Mountain,” maybe.
The last page features photos of the entire “Men’s Expert” product line, which is really just women’s skincare creams in silver and orange packaging. It’s dubbed “The Winning Team.”
With so many marketers selling traditionally women’s products to men and so many men buying them, what’s next–men’s lingerie? Oops, sorry we asked.
USA Today’s Baseball 2006 section brought to you by “L’Oreal for Men: Because You’re Worth It, Too.”
Tags: baseball, Brokeback Mountain, C, Debbie Schlussel On, L'oreal, USA Today