Bathsculinity[edit]

Bathsculinity (combination of bath and masculinity) is a new attitude for the modern man.

In the context of young guys being told that a ‘real man’ should behave in a certain way based on the Instituto Promundo research on The Man Box

The Man Box report, launched by Promundo and Axe, Unilever’s leading male grooming brand, is a new study on young men’s attitudes, behaviors, and understandings of manhood. The research, conducted with a representative, random sample of young men aged 18 to 30 in the US, UK, and Mexico, reveals that most men still feel pushed to live in the “Man Box” – a rigid construct of cultural ideas about male identity. This includes being self-sufficient, acting tough, looking physically attractive, sticking to rigid gender roles, being heterosexual, having sexual prowess, and using aggression to resolve conflicts.

Bathsculinity is a celebration the positive side of being a man in contrast with social issues such as machismo and toxic masculinity.

The term was coined by Axe, also known as Lynx in some countries, for its 2019 North American body wash campaign. The advertising campaign focussed on showing fresh representations of men enjoying their time in the tub. Comedian Lil Rel Howery was its figurehead and godfather, while numerous social media influencers joined the movement.

Reference[edit]

https://promundoglobal.org/resources/man-box-study-young-man-us-uk-mexico/

This article "Bathsculinity" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Bathsculinity. Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.