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.
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.
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