Blah blah black sheep?

David Bellm

January 29, 2014

1 Min Read
Blah blah black sheep?


Men are increasingly interested in beauty stuff these days. Or maybe it’s just that marketers are working harder to make those previously ladies-only potions seem okay for guys?

Whatever the reason, there seems to be a lot more male-focused personal-care products being introduced that trade on traditionally female desires - including that vast wonderland of girl goop, the fight against wrinkles.

Now, no less than consumer-products giant Procter & Gamble has jumped into the fray, launching REVERSE by ZIRH. According to the company, REVERSE has “a dual action formula that instantly transforms the surface look of pores, fine lines, and wrinkles and continues to moisturize and firm the skin, diminishing lines & wrinkles over time.”

Yeah, that sounds like something for the ladies. But it’s not — P&G has aimed it squarely at the square-jawed set, complete with packaging that appears attractive and strong without being overly heavy in its appeal to the basic sensibilities of manhood.

What I find most interesting about the design is that it eschews the now-cliché black-on-black formula. I’ve noticed that many times when a personal-care product is introduced for men these days, it automatically has to be packaged in something that looks like a cross between a combat-simulation game and a Megadeath CD sleeve (any color as long as it’s black … preferably with tattoo style graphics).

But the design for REVERSE demonstrates effectively that men’s personal-care can have some color and brightness, without seeming weak or “girlie.” Nice work.



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