Metrosexuality (heterosexual men whose lifestyle, spending habits and concern for personal appearance are likened to those considered typical of a fashionable, urban, homosexual man, as defined by Wikipedia) is out, reports styledash.com.
Instead, The New York Times' Horacio Silva coined the word "menergy" to describe the hyper-masculine energy he found during Fashion Week. Unshaven (like actor George Cloony these days), a manlier appearance and testosterone meter set on high, the "man's-man" is here to stay, he says.
Perhaps, these men will be amenable to the new line of sports beverages from guerilla marketer Jones Soda Co., Seattle. Inspired by its new affiliation with the Seattle Seahawks, the gross varieties include carbonated versions of dirt, sports cream, perspiration, natural field turf and the easier-to-take "sweet victory."
Taking a different approach meanwhile, Calvin Klein introduced the world to "technosexuals," a term his company trademarked to use for the launch of its newest fragrance, CK IN2U, texting shorthand for "in to you," according to CultureWaves Tide Report. Suggesting technical connections such as blogging and text messaging as turn-ons, the fragrance is available in both a woman's and man's version. The scent's name, iPod-like packaging and sexy commercial are an obvious attempt to reach 20-somethings, a generation that seems more interested in Web 2.0 and iPods than fashion and fragrance.
Created by perfumers Bruno Jovanovic and Jean Marc Chaillan, the notes for the men's version include: "Gin Fizz," pomelo leaves, frosted tangelo, Cacao bean, Jamaican pepper, shiso leaves, white musk, white cedar and "ultra-vetiver." As advertised, it does have a nice spicy scent with notes of citrus and pepper, and the chocolate flavor is noticeable.
But the unsubtle campaign was probably conceived by an aging baby boomer; I suspect the target audience will not be impressed. In fact, there is an amusing 20-something variation on You Tube.
in2u ad
