Dial for Men has recently come out with a slew of products for the "manly man" and question whether you are "man enough" to handle their products? This type of sexist, gender stereotypical advertising is nothing new, but Dial has also added a taste of heterosexism to the mix.
Dial's MAGNETIC body wash product promises to enhance attraction through its pheromone infused formula. Not only will it get you clean but you will also be able to get your freak on with all the ladies in town!
According to the product label:
"You don’t need the help, but it doesn’t hurt to increase your odds. Dial® for Men Magnetic™ body wash is clean rinsing and moisture rich, so you get a great clean without drying your skin, and leaves you smelling so good women can’t help but notice."I am certain Dial meant no harm through this campaign, they are targeting men through the very obvious marketing concept that 'sex sells' Regardless of what you make of their cheesy efforts to build their brand, there is no need for this subtle heterosexism. The majority of the population is straight but many men may be attracted to this product to court a female, male, or perhaps both sexes. Dial would have been better off using gender neutral language to make the product more palatable to all consumers. After all gay/bi men are attracted to those same manly pheromones that straight/bi women like in men.
If you are so inclined, Dial can be reached for feedback through Henkel North America through their customer service form.