Cause you can should only eat vegetables if they’re powerful, lol. Today in #fragilemasculinity pic.twitter.com/eTJJOGiPRE
— Elizabeth K. Myers (@elizabethkmyers) October 5, 2015
The concept behind the hashtags is that this man-specific branding is evidence of extreme defensiveness on the part of male shoppers. The campaign implies that men can’t bear to pick up a product unless it explicitly bolsters their masculine identity.
This week on unnecessarily gendered products. Whats the # for this? Oh that’s right: #fragilemasculinity #manbrella pic.twitter.com/6DJKR6lF3e
— Phillip Cheng (@Phil_Cheng) October 2, 2015
However, given many users’ well-documented feelings on the Bic Cristal for Her pen, not to mention the mysterious fade-out of New Zealand’s own heavily-gendered food company, Mammoth Supply Co, we’re not sure this kind of marketing even appeals to the majority of consumers – male or female.
Today in #fragilemasculinity Man Detergent professional grade, for those really manly stains bc Tide is for sissies. pic.twitter.com/1qfbUBWXbY
— J Fox (@Jfoxtales33) September 30, 2015
Concerned traditional wet wipes are too girly? Fear not! Dude wipes are here! #FragileMasculinity pic.twitter.com/J05JwVUPsR
— Gabrielle Sherman (@gabbygoodgirl) September 27, 2015
MASCULINITY IS SO FRAGILE. (that btw is a loofah shaped like a hand grenade. bc it’s a MAN’s product. for MEN.) pic.twitter.com/XW8WOoh4s4
— Ava Benezra (@avabenezra) August 19, 2015
