Vanity, thy name is...man?

Cardona, Mercedes M.
April 2000
Advertising Age;4/17/2000, Vol. 71 Issue 17, p24
Trade Publication
This article focuses on the increasing number of advertisers who target men in categories that are traditionally unmasculine, including clothing and grooming products, as of April 2000. As popular culture continues to bend traditional notions of gender roles, so men are becoming more attentive to matters of appearance. And advertisers are following suit to cash in on the trend. Witness the increase in marketing dollars behind men's grooming products. According to Competitive Media Reporting, marketers spent 111.8% more dollars in magazine advertisements for men's fragrance, haircare and other toiletries during the first quarter of 2000 than during the same period a year ago. Men's hair coloring now makes up the fastest-growing segment in the hair color category. And it is not just aging baby boomers using them anymore.


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