Diet plans, moisturiser and even chemical peels: How beauty firms are cashing in on male vanity with macho new campaigns

Diet plans, moisturiser and even chemical peels: How beauty firms are cashing in on male vanity with macho new campaigns

4:04 PM on 27th October 2011

Image-conscious: Beauty companies are attempting to harness the male market - with a masculine new approach to marketing

Image-conscious: Beauty companies are attempting to harness the male market – with a masculine new approach to marketing

This screen shot provided by Weight Watchers Online, shows a recent advertisement for men

Target market: Weight Watchers found that male consumers respond better to real men – rather than women or celebrities – in ads

Spanx

Masculine ideal: Spanx uses a macho character named Blake on packaging for its men”s products

Controversial: Dr Pepper

Controversial: Dr Pepper”s new ten-calorie diet soda has sparked anger after using the tagline “not for women” in its ad campaign