April 3, 2006, - 3:22 pm

Men-The New Women-Alert: Opening Day Wrinkle-Eraser for Him

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.

loralformen1.jpg

New Age Baseball: Opening Day Skin Products by L’Oreal for “Men”

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.”

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8 Responses

Don’t know whether to laugh or hurl. I suspect that in the near future the only way to be able to tell the men from the women will be via strip-search.

DeBodine on April 3, 2006 at 4:07 pm

DESPITE the steroids used in baseball, it STILL is not a sport…in fact, it’s the number one shemale admired pastime in Amerikkka…so L’oreal IS targeting its audience perfectly.
Can’t wait til Tom Brady and the boys kick off their THREE-peat campaign:)

EminemsRevenge on April 3, 2006 at 4:07 pm

L’Oreal is French-owned. Didn’t the French invent metrosexuality?

smudge on April 3, 2006 at 4:41 pm

One of many reasons why the Roman Empire collapsed was because of a decline of manly virtue. I sure miss John Wayne and his Winchester 1873. http://www.armchairgunshow.com/images/1173WW0085.jpg

Marc on April 3, 2006 at 8:39 pm

In Texas, they call ‘em “buh-sekshuls”.
So, Debbie, can we take it you’re a fan of more scruffy men?

fustian on April 3, 2006 at 10:07 pm

This is called marketing.
It helps capitalists.
Are you against capitalism red?

Robert on April 3, 2006 at 10:59 pm

Me, I am proud to say I am a man who regularly forgets to bathe or shave let alone apply deodorant. My skin is dry and flakey and the creases on my face resemble a topological map of the headwaters of the Amazon. According to your thesis, I must be the perfect man for you. Would you like to meet? I am regularly in the Detroit area.
I find your disdain for product fascinating since your photo makes you look like a bottle blonde with about fifteen pounds of facial product in your medicine cabinet.

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