Much has been said about the constant need for male grooming brands to ‘butch up’ their products to make them acceptable to the average bloke in the street and though we’ve come a long way, most brands still use hyper-masculine brand ambassadors to give everyone else permission to use ‘beauty’ products. If you want proof this trend is still going strong just check out the campaign for Montagne Jeunesse’s new face packs for men.
Featuring five separate masks to give skin a deep clean, tackle blackheads, perk up morning-after skin, rescue tired eyes and deal with blemishes, the masks have been ‘put through their paces’ by the Cardiff Blues Rugby Team. So clearly, if they past the locker room test they must be ok.
Ironically, of all sports, rugby always comes across as the most metrosexual one to me, with the majority of players comfortable enough in their own masculinity not to give a damn about appearing ‘girlie’. Ex-Lion Gareth Thomas’ coming out was greeted with a chorus of ‘so whats’ and Ben Cohen, though straight, is a champion of LGBT equality. So the use of rugby players in campaigns like this strikes me as being both perfectly natural but surprisingly tame. Imagine the impact if the line up above had been Millwall players. And how everyone would have reacted then. Just saying.
The five masks are available from www.montagnejeunesse.com priced £1.09