For middle-aged and older guys, this is largely true (as it was decades ago, when I was in the industry). But, younger guys are, on the whole, significantly more involved in the category: most of them have more hair (a big part of how much time one spends on personal care), and they are also more likely to be actively dating, and feel the need to be more involved in their grooming.
30 years ago, Old Spice was “your dad’s brand,” but they have since, very cunningly, re-positioned themselves, and are popular with younger men now. Similarly, Axe was created specifically for teenagers and twenty-somethings, with messaging that amounts to “use this and you will have sex” – which has worked really well for them.
Similarly, Dove products. Their only product used to be the familiar “beauty bar” (which they never called soap), and it wasn’t really gendered. But now they have various products, including an entire line of Dove for Men products.
For years I used Irish Spring soap and Irish Spring scented Speed Stick deodorant. About 20 years ago, I had to quit using the Irish Spring soap, something in it was giving me grief. Found out it was psoriasis, my mother fought it for years. Been using nothing but natural soaps since. But I continued to use the Irish Spring scented pit rub with no issues. About 10 years ago, Speed Stick decided to sell their Irish Spring scented deodorant under the Irish Spring brand. For some reason, I could never find it in any stores so I switched over to the regular scented Speed Stick and have used it since. I did see not long ago that Irish Spring scented Speed Stick is back. I sticking with my non-manly named BO rub, I’m just a regular guy.
Exactly. They only care that young men buy it, and use it way too much; they aren’t really too concerned if nubile young women aren’t actually climbing into the shower with their users.
This thread made me go look at the label on my deodorant (Right Guard clear gel). It says both “sport” and “fresh” on it. I’m pretty “fresh” is supposed to be the name of the scent, which is about the most generic name possible. I take it “sport” is supposed to convey that this deodorant is strong enough for sweaty athletes.