Primp or Perish

How Men’s Grooming Became Marketing’s Latest Playground

It used to be simple. Men washed with whatever soap bar was cheapest, scrubbed their hair with generic shampoo, and sprayed themselves with enough Axe body spray to make passing birds cough. But today, things have taken a dramatic turn. Men are now marketed an arsenal of highly specialized grooming products, each promising not just cleanliness, but an almost magical pathway to social acceptance and romantic success.

Welcome to the era of primp or perish.

The Evolution of Dude Grooming

Gone are the days of single-product showers. Today’s bathrooms are littered with beard oils, ball deodorants, specialized razors, and moisturizers marketed specifically for “tough guy skin.” Grooming is no longer an optional indulgence—it’s presented as a mandatory performance for modern masculinity.

And you better get it right, or else.

Masculinity, Redefined

Millennials and Gen-Z men are caught in a tug-of-war between ditching outdated stereotypes and doubling down on them—some champion skincare routines and vulnerability, while others proudly reclaim classic, rugged masculinity. Yet, no matter which tribe they’re in, they’re all still chasing sex and romance.

YouTuber and men’s lifestyle influencer Aaron Marino told GQ, “Everything comes back [to sex]. Guys like sex and money, it’s like those are the two biggest motivators for how we view ourselves. That’s what I see a lot: I want to be good looking because I want to get a pretty girlfriend. I want a lot of money so… Actually, it all comes back to mating. It’s very primal, we all just want to mate.”

Marketing Shame

Enter brands like Manscaped, Dr. Squatch, and Ballsy—companies that use humor and directness to needle men’s insecurities. These brands don’t politely suggest you freshen up; they outright warn you that your lack of grooming makes you undesirable, perhaps even disgusting.

While today’s creative is funny and clever, it’s still a loud and clear message: your natural self isn’t good enough.

Manscaped famously declares, “Your balls will thank you,” implying that anything less than their specialty grooming products is borderline abusive to “your boys.”

Similarly, Ballsy challenges your very dignity, urging you not to be “that guy” who neglects his hygiene and has “nasty nuts.” It’s clever, cruel, and wildly effective.

You Smell, You Fail

These tactics aren’t new. For decades, shame-based marketing targeted women, using insecurities around body odor and attractiveness to drive product sales. Now, men face the same fate. Whether it’s a deodorant promising to eradicate “ball stink” or skincare products warning that without them, you’re doomed to social exile, shame has become a powerful sales tool.

And it works—because, let’s face it, no one wants to be the smelly outcast.

The Environmental Angle

Here’s a modern twist: Today’s younger generations don’t just care about smelling good—they care about doing good, too. Brands navigating the grooming landscape must also juggle sustainability. Packaging, ingredients, and sourcing are scrutinized. The new consumer, regardless of gender, expects natural, eco-friendly solutions without sacrificing their newfound grooming rituals.

Brands that can convince consumers that smelling fresh doesn’t stink for the planet either will dominate the next decade.

Breaking the Cycle

Awareness is our greatest weapon against manipulative marketing. Recognizing shame-based tactics empowers consumers to choose products thoughtfully rather than reactively. Ultimately, grooming should be about personal choice and genuine self-improvement—not a fear-driven response to marketing pressure.

So next time you’re tempted by that “must-have” body scrub or “miracle ball spray,” ask yourself: Are you primping for pleasure or because you fear the alternative? The answer might just save you some money—and dignity.