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MLH Black Guy Line Guyline Bowline Micro Kite Tent Tensioners
MLH Black Guy Line Guyline Bowline Micro Kite Tent Tensioners
$4.21
Time Remaining: 28d 23h 40m
Buy It Now for only: $4.21

MLH Inner Space Guy Line 200 Spectra Dyneema Tent Tarp Guyline Made in USA
MLH Inner Space Guy Line 200 Spectra Dyneema Tent Tarp Guyline Made in USA
$8.49
Time Remaining: 29d 19h 41m
Buy It Now for only: $8.49

4x Fluorescent Guyline Tent Ropes Camping Cord Guide Runners Guy Line
4x Fluorescent Guyline Tent Ropes Camping Cord Guide Runners Guy Line
$6.99
Time Remaining: 10d 7h 58m
Buy It Now for only: $6.99

MLH 22mm 200 Dacron Tent Tarp Guy Line Guyline Hi Vis Yellow New USA
MLH 22mm 200 Dacron Tent Tarp Guy Line Guyline Hi Vis Yellow New USA
$6.89
Time Remaining: 16d 21h 11m
Buy It Now for only: $6.89

MLH 18mm 130 Dacron Tent Tarp Guy Line Guyline Hi Vis Yellow New USA
MLH 18mm 130 Dacron Tent Tarp Guy Line Guyline Hi Vis Yellow New USA
$5.29
Time Remaining: 21d 22h 13m
Buy It Now for only: $5.29

MLH Micro Guy Line Tent Tarp Bowline Guyline Black Tensioners 25 Pack
MLH Micro Guy Line Tent Tarp Bowline Guyline Black Tensioners 25 Pack
$15.54
Time Remaining: 2d 17h 6m
Buy It Now for only: $15.54

MLH Inner Space Guy Line 300 Spectra Dyneema Tent Tarp Guyline Tensioner Kit
MLH Inner Space Guy Line 300 Spectra Dyneema Tent Tarp Guyline Tensioner Kit
$13.79
Time Remaining: 19d 15h 51m
Buy It Now for only: $13.79

5MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
5MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$0.99
Time Remaining: 9d 2h 22m
Buy It Now for only: $0.99

18MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
18MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$2.99
Time Remaining: 9d 6h 13m
Buy It Now for only: $2.99

NEW AceCamp Glow in the Dark Tent Line Tighteners Guyline Adjusters 10 Pack
NEW AceCamp Glow in the Dark Tent Line Tighteners Guyline Adjusters 10 Pack
$8.63
Time Remaining: 14d 23h 54m
Buy It Now for only: $8.63

Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord 4pcs Green
Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord 4pcs Green
$2.29
Time Remaining: 5d 3h 54m
Buy It Now for only: $2.29

20M Green Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Paracord
20M Green Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Paracord
$4.06
Time Remaining: 19d 1h 3m
Buy It Now for only: $4.06

20M 18mm Reflective Guyline Tent Tarp Rope Guy Line Camping Cord
20M 18mm Reflective Guyline Tent Tarp Rope Guy Line Camping Cord
$4.04
Time Remaining: 26d 16h 58m
Buy It Now for only: $4.04

MLH 19mm 200 Dacron Tent Tarp Guy Line Guyline Dark Green
MLH 19mm 200 Dacron Tent Tarp Guy Line Guyline Dark Green
$6.59
Time Remaining: 27d 6h 46m
Buy It Now for only: $6.59

4x Yellow Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Guide New
4x Yellow Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Guide New
$1.89
Time Remaining: 20d 7h 28m
Buy It Now for only: $1.89

4MM Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord String
4MM Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord String
$3.06
Time Remaining: 1d 8h 9m
Buy It Now for only: $3.06

18MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
18MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
$4.71
Time Remaining: 7d 3h 22m
Buy It Now for only: $4.71

25MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
25MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$1.55
Time Remaining: 22d 11h 54m
Buy It Now for only: $1.55

18MM Nylon Reflective Guyline Tent Rope Guy Line Camping Cord Paracord 20M
18MM Nylon Reflective Guyline Tent Rope Guy Line Camping Cord Paracord 20M
$4.06
Time Remaining: 16d 17h 19m
Buy It Now for only: $4.06

10 PCS TENT GUY LINE RUNNERS GUYLINE ROPE LOCK TENSIONER ADJUSTER CAMPING
10 PCS TENT GUY LINE RUNNERS GUYLINE ROPE LOCK TENSIONER ADJUSTER CAMPING
$2.64
Time Remaining: 15d 2h 44m
Buy It Now for only: $2.64

10m 25MM Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord
10m 25MM Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord
$2.28
Time Remaining: 6d 3h 9m
Buy It Now for only: $2.28

3 Colors Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord DY
3 Colors Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord DY
$2.95
Time Remaining: 12d 3h 42m
Buy It Now for only: $2.95

Outdoor Camping Tent Reflective Guyline Guy Line Runner Fastener Rope 20M
Outdoor Camping Tent Reflective Guyline Guy Line Runner Fastener Rope 20M
$1.15
Time Remaining: 1d 3h 22m

MLH Inner Space Guy Line 300 Spectra Dyneema Tent Tarp Guyline Made in USA
MLH Inner Space Guy Line 300 Spectra Dyneema Tent Tarp Guyline Made in USA
$9.79
Time Remaining: 11d 19h 15m
Buy It Now for only: $9.79

10pcs Guyline Runners Guy Line Cord Adjuster Tensioners Camping Tent Awning
10pcs Guyline Runners Guy Line Cord Adjuster Tensioners Camping Tent Awning
$2.31
Time Remaining: 18d 5h 13m
Buy It Now for only: $2.31

Camping Hiking Tent Rope Line Tensioners Tighten Guyline Carabiner Holder Hanger
Camping Hiking Tent Rope Line Tensioners Tighten Guyline Carabiner Holder Hanger
$2.58
Time Remaining: 5d 17h 20m
Buy It Now for only: $2.58

20m 18mm Guyline Tent Rope Guy Line Outdoor Camping Cord Paracord Canopy
20m 18mm Guyline Tent Rope Guy Line Outdoor Camping Cord Paracord Canopy
$4.39
Time Remaining: 4d 23h 19m
Buy It Now for only: $4.39

Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord String 5 10 20
Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord String 5 10 20
$12.59
Time Remaining: 19d 2h 14m
Buy It Now for only: $12.59

18MM Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord Green
18MM Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord Green
$4.15
Time Remaining: 1d 3h 24m

60Ft Camping Tent Awning Reflective Guyline Rope Runner Line Cord Paracord DH
60Ft Camping Tent Awning Reflective Guyline Rope Runner Line Cord Paracord DH
$1.99
Time Remaining: 12d 3h 43m
Buy It Now for only: $1.99

4PCS Orange Fluorescent Guyline Tent Rope Runners Guy Line Camping Cord Cordage
4PCS Orange Fluorescent Guyline Tent Rope Runners Guy Line Camping Cord Cordage
$1.79
Time Remaining: 10d 7h 58m
Buy It Now for only: $1.79

25mm Pink Shine Line Reflective Tent Cord Guyline
25mm Pink Shine Line Reflective Tent Cord Guyline
$10.29
Time Remaining: 28d 19h
Buy It Now for only: $10.29

Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord Green
Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord Green
$4.99
Time Remaining: 6d 9h 17m
Buy It Now for only: $4.99

18MM Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
18MM Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
$4.11
Time Remaining: 4d 3h 34m
Buy It Now for only: $4.11

328 01 Durable Camping Tent Awning Reflective Guyline Rope Guy Line Cord
328 01 Durable Camping Tent Awning Reflective Guyline Rope Guy Line Cord
$2.78
Time Remaining: 9d 9h 23m
Buy It Now for only: $2.78

Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord Cool New
Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord Cool New
$4.21
Time Remaining: 4d 7h 8m
Buy It Now for only: $4.21

25mm Blue Shine Line Reflective Tent Cord Guyline
25mm Blue Shine Line Reflective Tent Cord Guyline
$10.29
Time Remaining: 28d 19h
Buy It Now for only: $10.29

18mm 20M Blue Guyline Tent Rope Runner Guy Line Camping Cord Paracord Guide
18mm 20M Blue Guyline Tent Rope Runner Guy Line Camping Cord Paracord Guide
$3.92
Time Remaining: 26d 6h 44m
Buy It Now for only: $3.92

Reflective Guyline Tent Rope Runners Camping Guy Line Cord Camping Rope Selling
Reflective Guyline Tent Rope Runners Camping Guy Line Cord Camping Rope Selling
$2.94
Time Remaining: 17d 9h 41m
Buy It Now for only: $2.94

3MM Green Reflective Guyline Canopy Tent Rope Guy Line Camp Cord Paracord
3MM Green Reflective Guyline Canopy Tent Rope Guy Line Camp Cord Paracord
$5.22
Time Remaining: 9d 24m
Buy It Now for only: $5.22

25MM 15M Reflective Guyline Camping Tarp Tent Rope Line Cord Best QE 2017 new
25MM 15M Reflective Guyline Camping Tarp Tent Rope Line Cord Best QE 2017 new
$2.84
Time Remaining: 2d 16h 2m
Buy It Now for only: $2.84

2017New Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
2017New Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$2.91
Time Remaining: 6d 1h 48m
Buy It Now for only: $2.91

Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord
Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord
$6.99
Time Remaining: 4d 16h 33m
Buy It Now for only: $6.99

3MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
3MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$4.70
Time Remaining: 7d 3h 29m
Buy It Now for only: $4.70

4x170cm Guyline Tent Ropes Guy Line Camping Cord Paracord w Fluorescent Runners
4x170cm Guyline Tent Ropes Guy Line Camping Cord Paracord w Fluorescent Runners
$1.95
Time Remaining: 10d 7h 58m
Buy It Now for only: $1.95

Tent Line Guyline Fastener Tensioner Adjuster Camping Fishing Travel Hiking
Tent Line Guyline Fastener Tensioner Adjuster Camping Fishing Travel Hiking
$1.36
Time Remaining: 3d 8h 18m
Buy It Now for only: $1.36

25mm 50Ft Reflective Guyline Camping Tarp Tent Wind Rope Runners Line Cord
25mm 50Ft Reflective Guyline Camping Tarp Tent Wind Rope Runners Line Cord
$3.75
Time Remaining: 20d 9h 1m
Buy It Now for only: $3.75

20m Green Guyline Tent Rope Guy Line Camping Cord Paracord 18mm
20m Green Guyline Tent Rope Guy Line Camping Cord Paracord 18mm
$4.96
Time Remaining: 6d 8h 9m
Buy It Now for only: $4.96

25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord FF
25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord FF
$2.99
Time Remaining: 1d 30m
Buy It Now for only: $2.99

10pcs Set Tent Guy Line Runners Guyline Rope Lock Tensioners Camping Hiking
10pcs Set Tent Guy Line Runners Guyline Rope Lock Tensioners Camping Hiking
$2.78
Time Remaining: 19d 5h 18m
Buy It Now for only: $2.78

Outdoor Camping Tent Reflective Guyline Guy Line Runner Fastener Rope 20M
Outdoor Camping Tent Reflective Guyline Guy Line Runner Fastener Rope 20M
$3.96
Time Remaining: 24d 2h 38m
Buy It Now for only: $3.96

Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Blue
Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Blue
$9.82
Time Remaining: 14d 7h 43m
Buy It Now for only: $9.82

20M Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord String
20M Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord String
$4.32
Time Remaining: 23d 13h 31m
Buy It Now for only: $4.32

Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Gold
Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Gold
$9.82
Time Remaining: 14d 7h 43m
Buy It Now for only: $9.82

3pcs 50ft 1524m 25mm Tent Reflective Guyline Rope Line Camping Accessories
3pcs 50ft 1524m 25mm Tent Reflective Guyline Rope Line Camping Accessories
$12.72
Time Remaining: 2d 12h 24m
Buy It Now for only: $12.72

25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord Sp
25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord Sp
$3.01
Time Remaining: 29d 19h 1m
Buy It Now for only: $3.01

18mm 20M Red Guyline Tent Rope Runner Guy Line Camping Cord Paracord Guide
18mm 20M Red Guyline Tent Rope Runner Guy Line Camping Cord Paracord Guide
$3.92
Time Remaining: 6d 16h 25m
Buy It Now for only: $3.92

18mm 20M Blue Guyline Tent Rope Runner Guy Line Camping Cord Paracord Guide
18mm 20M Blue Guyline Tent Rope Runner Guy Line Camping Cord Paracord Guide
$3.81
Time Remaining: 6d 13h 29m
Buy It Now for only: $3.81

LOT 10x TENT GUY LINE RUNNERS GUYLINE ROPE LOCK TENSIONER ADJUSTER CAMPING
LOT 10x TENT GUY LINE RUNNERS GUYLINE ROPE LOCK TENSIONER ADJUSTER CAMPING
$2.78
Time Remaining: 15d 3h
Buy It Now for only: $2.78

10m 25MM Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord
10m 25MM Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord
$2.56
Time Remaining: 21d 7h 7m
Buy It Now for only: $2.56

5Pcs Rope tensioners Guyline Runners Camping Tent Awning Guy Line Useful AF Q6P4
5Pcs Rope tensioners Guyline Runners Camping Tent Awning Guy Line Useful AF Q6P4
$2.12
Time Remaining: 18d 19h 46m
Buy It Now for only: $2.12

25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord GS
25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord GS
$3.14
Time Remaining: 29d 3h 30m
Buy It Now for only: $3.14

50ft Reflective Guyline Tent Bivi Basha Rope Guy Line Camping Cord Paracord
50ft Reflective Guyline Tent Bivi Basha Rope Guy Line Camping Cord Paracord
$4.15
Time Remaining: 10d 4h 30m
Buy It Now for only: $4.15

Reflective Guyline Tent Rope Runners Camping Hiking Guy Line Cord Rope 20M
Reflective Guyline Tent Rope Runners Camping Hiking Guy Line Cord Rope 20M
$3.96
Time Remaining: 26d 2h 12m
Buy It Now for only: $3.96

4MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
4MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
$3.29
Time Remaining: 24d 17h 6m
Buy It Now for only: $3.29

Outdoor Camping Hiking Colorful Tent Rope Line Tighten Guyline Holder Hanger
Outdoor Camping Hiking Colorful Tent Rope Line Tighten Guyline Holder Hanger
$3.37
Time Remaining: 3d 19h 43m
Buy It Now for only: $3.37

Guyline Tent Rope Camping Guy Line Cord Tensioner Paracord Tent Stakes Gold
Guyline Tent Rope Camping Guy Line Cord Tensioner Paracord Tent Stakes Gold
$11.66
Time Remaining: 21d 22h 38m
Buy It Now for only: $11.66

25MM 15M Reflective Guyline Camping Tarp Tent Rope Guy Line Cord Guide NEW RF
25MM 15M Reflective Guyline Camping Tarp Tent Rope Guy Line Cord Guide NEW RF
$2.84
Time Remaining: 21d 2h 41m
Buy It Now for only: $2.84

Outdoor Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord 4 x 4M
Outdoor Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord 4 x 4M
$5.09
Time Remaining: 17d 5h 29m
Buy It Now for only: $5.09

20M Fluorescent Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
20M Fluorescent Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
$8.99
Time Remaining: 5d 4h 4m
Buy It Now for only: $8.99

Outdoor Camping Hiking Reflective Tent Rope Line 7 Cord Guyline 20M 30M 50M
Outdoor Camping Hiking Reflective Tent Rope Line 7 Cord Guyline 20M 30M 50M
$26.20
Time Remaining: 28d 3h 41m
Buy It Now for only: $26.20

Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Red
Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Red
$9.82
Time Remaining: 14d 7h 43m
Buy It Now for only: $9.82

25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord LA
25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord LA
$3.16
Time Remaining: 16d 16h 53m
Buy It Now for only: $3.16

18MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
18MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$3.01
Time Remaining: 28d 14h 53m
Buy It Now for only: $3.01

16m Camping Tent Awning Reflective Guyline Rope Runners Guy Line
16m Camping Tent Awning Reflective Guyline Rope Runners Guy Line
$0.99
Time Remaining: 25d 9h 29m
Buy It Now for only: $0.99

Glow In The Dark Guyline Fastener Tent Line Tightener Outdoor Camping Travel
Glow In The Dark Guyline Fastener Tent Line Tightener Outdoor Camping Travel
$1.36
Time Remaining: 28d 14h 13m
Buy It Now for only: $1.36

NEW AceCamp Glow in the Dark Tent Line Tighteners Guyline Adjusters 20 Pack
NEW AceCamp Glow in the Dark Tent Line Tighteners Guyline Adjusters 20 Pack
$14.99
Time Remaining: 3d 21h 33m
Buy It Now for only: $14.99

5MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
5MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
$0.99
Time Remaining: 26d 14h 12m
Buy It Now for only: $0.99

10m 25MM Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paraco
10m 25MM Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paraco
$2.28
Time Remaining: 1d 4h 19m
Buy It Now for only: $2.28

Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord zz
Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord zz
$3.66
Time Remaining: 3d 2h 28m
Buy It Now for only: $3.66

Line Guyline

Beauty and the Beast: Tactics for Naming Male Cosmetics

I let my boyfriend use my Clinique moisturizer. I have 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 from traditional gender roles, it’s still difficult to sell American men on products they’re used to seeing in a woman’s cosmetic arsenal. (Especially products with frou-frou French names.) So how do you make what’s in those bottles and tubes seem manly? Here are a few product naming strategies.

Make it no-nonsense.

Most guys don’t want to feel like they’re fussing with their appearance. So appeal to their practical side. Kiehl’s dubs its skincare line “Facial Fuel.” Jack Black’s “Beard Lube” sends the message that male grooming is like keeping your car in good shape. And Zirh’s skin line uses product names like “Clean,” “Fix” and “Defend”—no-frills, active verbs that get straight to the point.

Try a little humor.

Bond with male customers with tongue-in-cheek product names that suggest you don’t take this stuff too seriously. Origins’ after-shave balm “Fire Fighter” (which “takes the burn out of shaving”) evokes a strong and masculine American archetype, while the playful pun keeps it light. “Save the Males” moisturizer riffs on the famous bumper sticker slogan, making it a fun item for him to buy himself—and a memorable gift from her.

Amp up the testosterone.

Use aggressive imagery or sound symbolism. With its hard-hitting sound and brutish associations, “Axe” clearly telegraphs it’s a man’s line. The marketing is equally hard-line; as you wait for Axe’s website to load, you’re informed that “your mojo is loading.” Other lines that play the macho card are “MoxieforMen,” “Male Species,” “Naturally Man” and “Blood & Guts.” (Ok, the last one wasn’t for real.)

Think sporty lifestyle.

Successful cologne brands like Canoe and Polo evoke a carefree, active lifestyle. “Skin Diver,” the name of Origins’ bar soap, is a nice double entendre. And then there’s Tommy Bahama’s Set Sail South Seas. Who cares if it’s a bit of a fantasy? That’s the point.

Appeal to the lower charkas.

There’s nothing like the prospect of increased action to get a guy over the notion that grooming isn’t manly. Juicy Couture’s “Dirty English” eau de toilette promises a “passion-inducing mix” of scents (without being totally scandalous). Billy Jealousy’s “Illicit” fragrance suggests a potion that will help men let their bad boy out, and Eclipse Spa is even more direct with their “Sexy Man” line.

Don’t call it makeup.

Of all cosmetics for men, makeup is probably the toughest sell. Stars like Zac Effron may make waves by sporting “guyliner” and “mancake.” But don’t expect most straight American males—even metrosexual ones—to embrace the practice anytime soon. According to a 2005 GQ survey, “92 percent of men would not wear makeup even if it guaranteed them a more fulfilling sex life.” Perhaps one day we’ll be more like Europe and Asia, where makeup for men is far more acceptable, and fanciful or even romantic product names flourish. (Witness the popularity of the Gatsby makeup line in Japan, or North Korea’s Man Holding Flower.)

In the meantime, if you want to sell makeup to men, make it sound like something else. Something…scientific, perhaps. The vaguely clinical term “enhancement” (as in “complexion enhancement”) is a popular malespeak euphemism for makeup these days. For instance, Biotherm Homme positions its Power Bronze line as “instant skin enhancement.” And 4VOO’s “Confidence Corrector” promises a boost of self-esteem and camouflages the fact that it’s more commonly known as…concealer.

 

About the Author

Laurel Sutton, Principal, Catchword – a full-service naming firm that specializes in creating company names and product names that stand out in the marketplace and engage customers in fresh ways. For more information, call 510.628.0080 ext.105. And check out the Catch This naming blog.



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