Men Are Men Again

Lumberjack.jpg says the Metrosexual trend is fading away while a new more manly trend is emerging.

In recent years many men have ditched their expensive power tools for even more expensive moisturiser, and some blokes are more likely to rhapsodise over organic fettuccini drizzled with Tuscan olive oil, than the latest souped-up rally car leaking engine oil.
The coming year, according to leading fashion and social commentators, will see the remorseless rise of the Retrosexual, as many men tire of the complexity of city culture and go back to basics.

This article leads me to ponder Burt’s Bees place in the market. The company sells Hand Salve and other cremes to men, but it also has a decidedly backwoods brand story.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.