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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: 21d 13h 23m
Buy It Now for only: $4.21

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: 25d 6h 48m
Buy It Now for only: $15.54

1 4 Neon Reflective Guyline Camping Tent Tarp Rope 50 Line Cord Paracord Guide
1 4 Neon Reflective Guyline Camping Tent Tarp Rope 50 Line Cord Paracord Guide
$7.20
Time Remaining: 27d 6h 3m
Buy It Now for only: $7.20

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: 19d 3h 55m
Buy It Now for only: $0.99

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: 4d 17h 25m
Buy It Now for only: $2.95

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: 12d 21h 10m
Buy It Now for only: $1.89

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: 1d 16h 4m
Buy It Now for only: $0.99

20m Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
20m Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
$3.90
Time Remaining: 5d 20h 2m
Buy It Now for only: $3.90

18MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
18MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$3.49
Time Remaining: 1d 19h 55m
Buy It Now for only: $3.49

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: 14d 11h 55m
Buy It Now for only: $5.29

25MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
25MM Reflective Guyline Camping Tarp Tent Rope Runners Guy Line Cord Paracord
$3.15
Time Remaining: 15d 1h 37m
Buy It Now for only: $3.15

25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord
25MM 50foot Reflective Guyline Camping Tarp Tent Rope Line Cord
$2.93
Time Remaining: 23d 14h 13m
Buy It Now for only: $2.93

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: 2d 21h 41m
Buy It Now for only: $6.99

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: 4d 8h 58m
Buy It Now for only: $9.79

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: 22d 9h 24m
Buy It Now for only: $8.49

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: 12d 5h 33m
Buy It Now for only: $13.79

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: 26d 11h 15m
Buy It Now for only: $14.99

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: 7d 13h 37m
Buy It Now for only: $8.63

25mm Pink Shine Line Reflective Tent Cord Guyline
25mm Pink Shine Line Reflective Tent Cord Guyline
$10.29
Time Remaining: 21d 8h 43m
Buy It Now for only: $10.29

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: 19d 20h 29m
Buy It Now for only: $6.59

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: 9d 10h 54m
Buy It Now for only: $6.89

25mm Blue Shine Line Reflective Tent Cord Guyline
25mm Blue Shine Line Reflective Tent Cord Guyline
$10.29
Time Remaining: 21d 8h 43m
Buy It Now for only: $10.29

reflective guyline 4mm 100ft nylon canopy tent rope guy lines camping cord
reflective guyline 4mm 100ft nylon canopy tent rope guy lines camping cord
$18.19
Time Remaining: 10d 14h 37m
Buy It Now for only: $18.19

20x Guy Line Rope Tensioner Guyline Runner Cord Fastener Tent Awning Caravan
20x Guy Line Rope Tensioner Guyline Runner Cord Fastener Tent Awning Caravan
$3.29
Time Remaining: 3d 17h 46m
Buy It Now for only: $3.29

Tent Line Guyline Fastener Tensioner Adjuster Camping Fishing Travel Hiking
Tent Line Guyline Fastener Tensioner Adjuster Camping Fishing Travel Hiking
$1.40
Time Remaining: 25d 22h 1m
Buy It Now for only: $1.40

Camping Hiking Tent Rope Line Tensioners Tighten Guyline Carabiner Holder Hanger
Camping Hiking Tent Rope Line Tensioners Tighten Guyline Carabiner Holder Hanger
$2.66
Time Remaining: 28d 7h 3m
Buy It Now for only: $2.66

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: 28d 16h 51m
Buy It Now for only: $2.28

10pcs Guyline Runners Guy Line Cord Adjuster Tensioners Camping Tent Awning
10pcs Guyline Runners Guy Line Cord Adjuster Tensioners Camping Tent Awning
$2.38
Time Remaining: 10d 18h 56m
Buy It Now for only: $2.38

5mm 10 Meters Reflective Guyline Camping Tent Rope Guy Line Cord Paracord
5mm 10 Meters Reflective Guyline Camping Tent Rope Guy Line Cord Paracord
$4.93
Time Remaining: 29d 16h 53m
Buy It Now for only: $4.93

4mm Luminous Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord
4mm Luminous Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord
$3.18
Time Remaining: 28d 20h 15m
Buy It Now for only: $3.18

Red Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord 20M 30M
Red Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord 20M 30M
$8.12
Time Remaining: 27d 23h 21m
Buy It Now for only: $8.12

4mm Glow in the Dark Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
4mm Glow in the Dark Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
$2.87
Time Remaining: 28d 19h 58m
Buy It Now for only: $2.87

Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Gold
Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Gold
$10.11
Time Remaining: 6d 21h 25m
Buy It Now for only: $10.11

Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Blue
Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Blue
$10.11
Time Remaining: 6d 21h 25m
Buy It Now for only: $10.11

Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Red
Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord Tensioner Red
$10.11
Time Remaining: 6d 21h 25m
Buy It Now for only: $10.11

5mm 50m Strong Nylon Reflective Guyline Camping Tent Rope Guy Line Cord Paracord
5mm 50m Strong Nylon Reflective Guyline Camping Tent Rope Guy Line Cord Paracord
$18.73
Time Remaining: 22d 23h 5m
Buy It Now for only: $18.73

Hi Vis Guyline Tent Rope Camping Guy Line Cord + 5x Tent Stakes Pegs Blue
Hi Vis Guyline Tent Rope Camping Guy Line Cord + 5x Tent Stakes Pegs Blue
$26.10
Time Remaining: 29d 15h 40m
Buy It Now for only: $26.10

Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord 10m 4MM
Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord 10m 4MM
$4.34
Time Remaining: 24d 22h 49m
Buy It Now for only: $4.34

Multifunction Guyline Camping Tent Ropes Line Cord Clothesline Reel 20M
Multifunction Guyline Camping Tent Ropes Line Cord Clothesline Reel 20M
$7.00
Time Remaining: 13d 20h 26m
Buy It Now for only: $7.00

Hi Vis Guyline Tent Rope Camping Guy Line Cord + 5x Tent Stakes Pegs Orange
Hi Vis Guyline Tent Rope Camping Guy Line Cord + 5x Tent Stakes Pegs Orange
$26.10
Time Remaining: 29d 15h 40m
Buy It Now for only: $26.10

10 PCS TENT GUY LINE RUNNERS GUYLINE ROPE LOCK TENSIONER ADJUSTER CAMPING
10 PCS TENT GUY LINE RUNNERS GUYLINE ROPE LOCK TENSIONER ADJUSTER CAMPING
$2.75
Time Remaining: 7d 16h 26m
Buy It Now for only: $2.75

10pcs Tent Guy Line Runners Guyline Rope Lock Tensioners Camping Hiking
10pcs Tent Guy Line Runners Guyline Rope Lock Tensioners Camping Hiking
$2.86
Time Remaining: 10d 16h 57m
Buy It Now for only: $2.86

2Mx18mm Guyline Tent Rope Runners Outdoor Camping Guy Line Cord Paracord Safety
2Mx18mm Guyline Tent Rope Runners Outdoor Camping Guy Line Cord Paracord Safety
$4.09
Time Remaining: 5d 19h 46m
Buy It Now for only: $4.09

Guyline Tent Rope Camping Guy Line Cord Tensioner Paracord Tent Stakes Gold
Guyline Tent Rope Camping Guy Line Cord Tensioner Paracord Tent Stakes Gold
$12.01
Time Remaining: 14d 12h 20m
Buy It Now for only: $12.01

Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord
Reflective Guyline Canopy Tent Rope Guy Line Camping Cord Paracord
$6.99
Time Remaining: 27d 6h 15m
Buy It Now for only: $6.99

Multifunction Guyline Camping Tent Ropes Line Cord Clothesline Reel 20M
Multifunction Guyline Camping Tent Ropes Line Cord Clothesline Reel 20M
$7.70
Time Remaining: 6d 9h 50m
Buy It Now for only: $7.70

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: 28d 22h 59m
Buy It Now for only: $4.99

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: 28d 21h 52m
Buy It Now for only: $4.96

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: 26d 20h 51m
Buy It Now for only: $4.21

10pcs Tent Awning Guy Line Runners Guyline Rope Lock Tensioners Camping
10pcs Tent Awning Guy Line Runners Guyline Rope Lock Tensioners Camping
$2.79
Time Remaining: 10d 19h 14m
Buy It Now for only: $2.79

20M 30M Reflective Guyline Tent Rope Runners Camping Guy Line Cord Camping Rope
20M 30M Reflective Guyline Tent Rope Runners Camping Guy Line Cord Camping Rope
$7.89
Time Remaining: 13d 16h 17m
Buy It Now for only: $7.89

Reflective Guyline Tent Rope Runners Camping Guy Line Cord Camping Rope Hot Sell
Reflective Guyline Tent Rope Runners Camping Guy Line Cord Camping Rope Hot Sell
$3.08
Time Remaining: 26d 15h 51m
Buy It Now for only: $3.08

Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord 10m 25MM
Reflective Guyline Camping Tent Rope Runners Guy Line Cord Paracord 10m 25MM
$2.32
Time Remaining: 24d 22h 49m
Buy It Now for only: $2.32

Multifunction Guyline Camping Awning Tent Ropes Line Cord Reel Rope 20M
Multifunction Guyline Camping Awning Tent Ropes Line Cord Reel Rope 20M
$5.23
Time Remaining: 13d 18h 1m
Buy It Now for only: $5.23

MagiDeal Reflective Guyline Camping Tent Rope Guy Line Cord Paracord 5mm x 50m
MagiDeal Reflective Guyline Camping Tent Rope Guy Line Cord Paracord 5mm x 50m
$20.47
Time Remaining: 20d 17h 7m
Buy It Now for only: $20.47

Glow In The Dark Guyline Fastener Tent Line Tensioner Camping Hiking Fishing
Glow In The Dark Guyline Fastener Tent Line Tensioner Camping Hiking Fishing
$1.40
Time Remaining: 21d 10h 24m
Buy It Now for only: $1.40

31m 4mm Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Paracord Guide
31m 4mm Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Paracord Guide
$7.29
Time Remaining: 27d 9h 45m
Buy It Now for only: $7.29

18MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
18MM Camping Tent Awning Reflective Guyline Rope Runners Guy Line Cord Paracord
$4.96
Time Remaining: 29d 17h 4m
Buy It Now for only: $4.96

10pcs Set Tent Guy Line Runners Guyline Rope Lock Tensioners Camping Hiking
10pcs Set Tent Guy Line Runners Guyline Rope Lock Tensioners Camping Hiking
$2.86
Time Remaining: 11d 19h 1m
Buy It Now for only: $2.86

5MM x 10M Camping Tent Awning Reflective Guyline Rope Guy Line Cord Paracord
5MM x 10M Camping Tent Awning Reflective Guyline Rope Guy Line Cord Paracord
$4.93
Time Remaining: 29d 18h
Buy It Now for only: $4.93

50m Reflective Guyline Tent Rope Camping Guy Line Cord + 5x Tent Pegs Orange
50m Reflective Guyline Tent Rope Camping Guy Line Cord + 5x Tent Pegs Orange
$25.85
Time Remaining: 29d 16h 17m
Buy It Now for only: $25.85

50m Reflective Guyline Tent Rope Camping Guy Line Cord + 5x Tent Pegs Blue
50m Reflective Guyline Tent Rope Camping Guy Line Cord + 5x Tent Pegs Blue
$25.85
Time Remaining: 29d 16h 17m
Buy It Now for only: $25.85

4mm Reflective Guyline Camping Tent Rope Guy Line Cord Paracord Fluorescent Line
4mm Reflective Guyline Camping Tent Rope Guy Line Cord Paracord Fluorescent Line
$2.87
Time Remaining: 28d 19h 55m
Buy It Now for only: $2.87

5mm 50m Camping Tent Awning Reflective Guyline Guide Rope Guy Line Cord Paracord
5mm 50m Camping Tent Awning Reflective Guyline Guide Rope Guy Line Cord Paracord
$18.73
Time Remaining: 20d 2h 42m
Buy It Now for only: $18.73

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
$4.99
Time Remaining: 11d 15h 57m
Buy It Now for only: $4.99

5mm Reflective Guyline Tent Rope Guy Line Cord Camping Tarp Tent Accessories
5mm Reflective Guyline Tent Rope Guy Line Cord Camping Tarp Tent Accessories
$4.93
Time Remaining: 11d 19h 30m
Buy It Now for only: $4.93

50m Fluorescent Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
50m Fluorescent Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
$20.22
Time Remaining: 29d 15h 35m
Buy It Now for only: $20.22

25ft 3mm Reflective Cord Line 500lb for Camping Hiking Tent Guyline Paracord
25ft 3mm Reflective Cord Line 500lb for Camping Hiking Tent Guyline Paracord
$9.99
Time Remaining: 14d 17h 43m
Buy It Now for only: $9.99

20x Guyline Runners Camping Tent Awning Guy Line For Outdoor Camping Hiking
20x Guyline Runners Camping Tent Awning Guy Line For Outdoor Camping Hiking
$3.29
Time Remaining: 29d 23h 35m
Buy It Now for only: $3.29

50m Fluorescent Reflective Guyline Tent Rope Guy Line Cord Camping Hiking
50m Fluorescent Reflective Guyline Tent Rope Guy Line Cord Camping Hiking
$21.33
Time Remaining: 25d 15h 38m
Buy It Now for only: $21.33

18MM Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
18MM Green Reflective Guyline Tent Rope Guy Line Camping Cord Paracord
$4.28
Time Remaining: 26d 17h 17m
Buy It Now for only: $4.28

Outdoor Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord NEW
Outdoor Fluorescent Guyline Tent Rope Runners Camping Guy Line Cord NEW
$1.69
Time Remaining: 1d 41m
Buy It Now for only: $1.69

50ft Reflective Guyline Tent Bivi Basha Rope Guy Line Camping Cord Paracord
50ft Reflective Guyline Tent Bivi Basha Rope Guy Line Camping Cord Paracord
$4.64
Time Remaining: 2d 18h 13m
Buy It Now for only: $4.64

10M Green Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Paracord
10M Green Reflective Guyline Tent Tarp Rope Guy Line Camping Cord Paracord
$4.93
Time Remaining: 3d 17h 45m
Buy It Now for only: $4.93

Outdoor Camping Hiking Colorful Tent Rope Line Tighten Guyline Holder Hanger
Outdoor Camping Hiking Colorful Tent Rope Line Tighten Guyline Holder Hanger
$3.66
Time Remaining: 26d 9h 25m
Buy It Now for only: $3.66

50m Reflective Blue Guyline Tent Rope Camping Guy Line Cord + 5pcs Stakes
50m Reflective Blue Guyline Tent Rope Camping Guy Line Cord + 5pcs Stakes
$25.41
Time Remaining: 27d 22h 10m
Buy It Now for only: $25.41

50m Reflective Orange Guyline Tent Rope Camping Guy Line Cord + 5pcs Stakes
50m Reflective Orange Guyline Tent Rope Camping Guy Line Cord + 5pcs Stakes
$25.41
Time Remaining: 27d 22h 10m
Buy It Now for only: $25.41

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: 25d 16h 11m
Buy It Now for only: $3.66

5mm Reflective Guyline Canopy Tarp Tent Rope Guy Line Camping Cord Paracord
5mm Reflective Guyline Canopy Tarp Tent Rope Guy Line Camping Cord Paracord
$5.43
Time Remaining: 28d 20h 1m
Buy It Now for only: $5.43

16m Camping Tent Awning Reflective Guyline Rope Runners Guy Line
16m Camping Tent Awning Reflective Guyline Rope Runners Guy Line
$0.99
Time Remaining: 17d 23h 11m
Buy It Now for only: $0.99

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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