It's not all hype. Some products are formualated dfferently for men. For example, hair removers are higher strength, as well as being in a black bottle that says "Don't worry, you are still a man if you use me."
Normal American men are very homophobic. An early Candid Camera show had a woman ask a man to hold her purse for a minute, followed by a couple walking by to comment that it looks nice to see a man with a purse. It was a bit comical, but nobody freaked out. In a more recent remake, it didn't work because all the men held it away from their body with finger tips, like they were holding a dead rat. Maybe it is all the gender oriented marketing that has men so freaked out.
