The title for this post comes from a “Dial For Men” commercial. Yes, that’s right. Dial, as in soap. For men, as in not for women. If WTF comes to mind, then you’re not alone, and I’ve been wanting to rant about this for a while now.
Men and women have fundamental differences, and that’s wonderful. I love those differences and appreciate them for what they are. We need different hygiene/personal care products, but only to an extent. Deodorant, cologne and aftershave are some of the products that men will always need, but there are other products that both genders can use and benefit from. Which brings me to my rant.
Nair for men, Dial for men, even Vaseline lotion for men. All of these products are essentially the same as their “for women” counterparts, yet they are packaged in blue, black or gray masculine bottles. Are men in our society so scared of being labeled feminine that companies must go out of their way in this fashion? I actually purchased “Nair for men” a few years back, and found that it was in fact the same exact product. I guess men that want to remove their body hair aren’t allowed to buy the pink and curvy bottle.
When I saw Dial for men being advertised, I flipped. I mean, after all, it’s soap. It’s the most basic and essential thing that all people, regardless of gender, need. Yet, there was Dial, for one reason or another, pandering to the audience that thinks being clean is too feminine. In the commercial, you can see a good amount of male stereotypes. “Maintenance for your man suit” is how they awkwardly phrase something so simple as taking a shower.
Vaseline did the same thing for their line of lotion for men. I believe the commercial featured a runner doing his thing across a decaying and rusted city and then going home to put on some “manly” lotion. What’s the big deal? Skin gets dry, and must be moisturized, lest it get ashy.
I realize that not all men are going to go to some of the extents that we do to maintain ourselves. Some of the things that I do include threading my eyebrows, waxing my legs, using night and eye cream, and getting manicures. I do these things because they make me feel and look good. Regardless of how I am dressed, they are beneficial. Left to grow, my eyebrows look like a lazy caterpillar sluggishly trying to get to my ears. Also, when I don’t use lotion, my skin starts to feel tight and dry. I don’t consider either of these to be things that men cannot do but I suppose that it’s not for everyone. However, even if I didn’t crossdress, I most certainly would still engage in these activities.
My wife and I think these unnecessary “for men” products tend to be quite silly. What’s next, toothpaste for men? Oh yes, I can see it now, “Protection for your manly meat grinders”.
JessicaWhoHD
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{ 7 comments… read them below or add one }
i love the toothpaste comparison at the end. so true. i totally thought the same thing about the Vaseline lotion commercial too. and i use my husband’s shaving razor… i guess that makes me a lez?
-J
J, how dare you use a product not designed for women! (hehe, can you sense the sarcasm?).
This commercial is a perfect example of how insecure the “manly man” really is. Although I believe it is done partly tongue-in-cheek, it is also catering heavily to the idea that a man has to be as manly as he can be, down to the core. ONLY manly products can be used by a man, else he chance not being manly enough and that would mean… uh… what does that mean? Whatever it means, it is reason for ridicule from other manly men, right?
This is why we have so much trouble gaining acceptance in society. Men are expected and even encouraged to be all manly all the time, manly-man-macho-rama.
What a bunch of cowards. I mean those who actually fear not being seen as manly enough. Total insecurity – the need to buy manly products that have to be manly enough or else.
Some men are so afraid of not being manly enough. So insecure about everything needing to be of proper manly-man-macho level or face what? Banishment from the mach-man consortium? lol
I’m man enough to embrace my feminine side. I’m man enough to put on heels and makeup. I’m man enough to be myself.
How many men spend their whole lives trying not to show anything but total manliness? All out of fear of not being seen as man enough. FEAR is the operative word. I once tried to play this game to fit in, too. I have MUCH more fun being myself though.
Great article, observation, and ridiculous commercial!
You are so right, it does take a real man secure enough in himself to wear heels and makeup. I find it funny when other guys get so uncomfortable with showing any sensitivity.
I even know some guys that refused to shop at Express once they eliminated the name ‘Structure’ and began selling men’s clothing under one Express brand. How silly!
I guess I don’t understand the aggravation, maybe this is all tongue and cheek. Its advertising, they will do whatever they can to sell product. I would imagine most guys wouldn’t care about this, if its the same price they might get it. But doesn’t this smack a little of hypocrisy, the media is always talking about the impossible female images that women are always trying to emulate but never can. Do you not remember the Secret ads from so long ago Strong enough for a man but made for a woman. You go down the aisle for health care products they are mostly pastel colors and feminine scents. I realize this probably isn’t the comment for this group, but lets add a little perspective. Everyone is crazy and self conscious, or at least the advertisers try to make us so.
Hi Luke,
You’re totally right about the feminine packaging, something which I’ve touched on. I realize that this commercial was a bit over the top, but it’s not too far off on how men in society are conditioned to think and act.
This is exemplified in not only the media but I also notice it in family and friends. Emotions and creativity are shunned in favor of mindless grunting and brute strength.
By the same token, I get irritated by cleaning product commercials that almost always show a woman cleaning. Have advertisers not progressed enough to understand that women are out working too and that household chores are something that a husband and wife share? It’s almost like these commercials are just rehashed from the 50s.
Thanks for your insight and comment, I appreciate your perspective. Please continue to visit and contribute to my blog.
Jessica
I see what you mean. I quite like the fact that companies are targeting more and more traditionally feminine products to men as well. Though the ideal would of course be that companies target personality types rather than genders.