Marketing: Guys Just Aren't Buying It

What with his romance with J. Lo and his status as a Hollywood hunk, actor Ben Affleck is seldom out of the public eye. And that's good news for L'Oreal, which employs Affleck--along with Formula One auto-racing superstar Michael Schumacher--as one of its advertising faces.

But the men's beauty market remains elusive for L'Oreal and others. Companies have produced myriad concoctions, such as Active Skincare Daily Energizing Face Wash for Men, from Adidas; Jean Paul Gaultier Le Male bronzing powder, from a product range that also includes eyeliner (guyliner?); and Multi-Purpose Facial Formula for Men from Kiehl's, a L'Oreal brand....

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