It’s not a public relations or marketing secret that beautiful women have an undeniable influence over men. They just do. And brands would be foolish to ignore the power of attraction and human sexuality when trying to sell products to the “dude demographic.”

We’ve all seen the beer commercials where sleek young women can’t resist men drinking glowing beers in dark bars or the mouthwash spots where guys are denied a kiss from bedmates who don’t appreciate bad breath. The women in these ads are caricatures built to play on our fantasies and fears. It’s advertising 101.

Gillette, however, is taking a more sophisticated approach with its new campaign for the Fusion ProGlide Styler, which is not only designed for the traditional shaving of morning stubble but also for “manscaping” below the neckline — yes, for shaving the chest, back, abs and groin.

Dudes not named Pauly D don’t generally like to hear the details on this sort of thing in TV ads. But women? That’s another story.

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