Jack Black Cologne

I let my boyfriend use my Clinique moisturizer. I never thought to buy him a bottle of his own and I'm not sure he'd like it if I did. As liberated as we may be of traditional gender roles, it is still difficult to sell American men about the products they are accustomed to seeing in the arsenal of cosmetics a woman. (Especially products with frou-frou French names.) So, how do you do what is in the bottles and tubes seem manly? Here are a few product naming strategies.

Let no-nonsense.

Most guys do not want to feel like they were busy with their appearance. So appeal to their practical side. Kiehl's skincare line Dubs its "Facial Fuel." Black Jack "Beard Lube sends the message that male grooming is like keeping your car in good condition. And Zirh Skin line uses the product names such as" clean "" Fix "and" defend ", unadorned, active verbs that go straight to the point.

Try a little humor.

Bond with male customers with product names deadpan laugh that suggest you do not take this stuff too seriously. Origins' After Shave Balm "Fire Fighter" (which "takes the burn out of shaving") evokes an archetypal American male and strong, while the game retains the playful words of light. "Save the Males Moisturizer riffs" on the famous slogan sticker, making it an element of pleasure for him to redeem himself and a memorable gift from him.

Amp testosterone.

Use of aggressive images or sound symbolism. With its convenience and its hard Associations brutal "Axis" clearly telegraphs that this is a man online. Marketing is also hard line as you wait for the site to load axis, you are informed that "your mojo is loading." Other lines that play the card are macho MoxieforMen, Man "Male Species", "naturally" and "Blood & Guts". (Ok, the last was not for real.)

Think sporting lifestyle.

successful brands such as Cologne Canoe Polo and evoke a carefree, active lifestyle. "Skin Diver", the name of bar soap origins "is a double pun Nice. And then there's Tommy Bahama Set Sail South Seas. Who cares if it's a little fantasy? This is the point.

Appeal to the lower chakras.

There's nothing like the prospect of more action to get a guy on the notion that grooming is not manly. Juicy Couture 'Dirty English' Eau de Toilette promises "passion inducing" fragrance mix (without being totally outrageous). Billy Jealousy of "illegal" perfume suggests a potion that will help people to leave their bad boy, and Eclipse Spa even more direct with their "Sexy Man" line.

Do not call it makeup.

Of all the cosmetic products for men, makeup is probably the most difficult to sell. Stars like Zac Effron may make waves by sports "guyliner" and "mancake." But do not expect more American right men, even those metrosexual to embrace the practice soon. According to a 2005 survey GQ, "92 percent of men will not wear makeup, even if it guaranteed them a more fulfilling sex life." Maybe one day we will be more to Europe and Asia, where the makeup for men is much more acceptable, or even fanciful product names romantic flourish. (Witness the popularity of the line makeup Gatsby Japan or North Korea Man Holding flowers.)

In the meantime, if you want to sell makeup for men, make it sound like something else. Something ... science, perhaps. The vague clinical term "improvement" (as in "improvement foundation") is a euphemism for makeup malespeak popular these days. For example, Biotherm Homme Power Bronze line positions as "instant skin enhancement." And corrector 4VOO confidence "promises a renewed self-esteem and camouflaged.