Think scrubby shower thingies are gender neutral? Think again.

Yesterday on a mission to buy a regular old bar of soap, I came across the Dual Sided Shower Tool from Dove’s line of shower products for men.  If you look past the packaging that looks remarkably similar to that of power tools, it’s just a loofah.

But Dove wants you to think it’s more than a loofah.  And they’re right. It’s not just a loofah, it’s the real-world embodiment of this cartoon from Hyperbole and a Half. Here’s an excerpt:


Here at Sueeve, we understand that showering can be one of the most boring, shame and confusion-filled parts of your day and we’ve made it our mission to fix that!

— If the mere sight of a loofah sends you into a gender-confusion-driven, psychotic rage, you need the Shower Hammer!

You no longer have to endure the fluffy, girly bullshit of loofahs. Fuck loofahs.  The Shower Hammer makes you clean with violence!


Luckily for us, the cartoon inspired this video:

They’re funny because they’re so ridiculous and unrealistic.

Er…. crap.

More and more advertisers are using restrictive ideas about masculinity to target men the same way they have used femininity (pink-ifying) to target women. (See: Target Women.) This is a feminist issue, even though it’s about men.

Feminism is about choices and the freedom to be however masculine or feminine or gender-neutral you want, no matter your biological sex or gender identity. Feminism is about not having to choose between “manly” or “girly” shower products. Feminism is about calling out ridiculousness like the Dual Sided Shower Tool, in addition to things like Bic pens “for her.”


One Comment

  1. In fairness to the folks who came up with the “shower tool”, I must confess that I have found the shower pouf-things that are popular these days to be a bit on the unnecessarily-girly side. It took me a very long time to find one that was not pastel-colored! What I’d rather see than either of those is a more unisex-marketed shower scrubber, but that may just be too much to ask. I also use the Old Spice 2-in-1 combination hair and body wash because it leaves room for my roommates’ shower products and, frankly, it’s all just soap anyway.

    Also, are those pink ear plugs real things?


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