Podcast Summary: Tools for the Family Jewels: Gender Bending Brands

Podcast: Under the Influence with Terry O’Reilly
Host: Terry O’Reilly (Apostrophe Podcast Network)
Episode Date: September 20, 2025

Overview

In this episode, Terry O’Reilly explores how long-standing gender boundaries in branding and advertising are shifting. The episode highlights iconic examples—ranging from men using cosmetics and women drinking scotch, to the rise of genderless lingerie and men’s intimate grooming products—to illustrate how marketers are upending old norms and tapping into new markets. Blending humor, pop culture references, and stories from advertising and business, O’Reilly shows that gender assumptions in marketing are being “pinned to the mat,” often with surprising results.

Key Discussion Points and Insights

1. Breaking into Gendered Spaces (03:10–08:49)

• Rusty Kanokogi’s Judo Story
  • Details: Rena “Rusty” Glickman (later Kanokogi) broke barriers in the male-dominated world of judo, fighting her way into tournaments by disguising herself as a man and later advocating for women’s inclusion in the sport.
  • Insight: Her struggle illustrates the persistence needed to overcome gendered gatekeeping and parallels the struggle brands face in crossing gender lines.
  • Quote:

    “After years of struggle, the world finally saw firsthand that judo wasn’t just for men.” (07:48)

2. The Sea Change in Gendered Marketing (09:04–16:43)

• Brands Targeting New Genders
  • Marlboro Cigarettes:
    • Originally a women’s cigarette (“Mild as May” with lipstick-hiding red tips), Marlboro’s shift to rugged cowboy masculinity led to a 3,200% sales surge.
    • Quote:

      “It is without a doubt the advertising industry's darkest success.” (12:13)

  • Cosmetics Moving to Men:
    • L'Oréal’s “Men Expert” line, male beauty influencers, and evolved slogans (“Because we’re all worth it.”)
    • Notable stat: One third of men are open to using cosmetics.
    • Presidential Makeup: French presidents and Donald Trump are cited as prominent users.
    • Research: Male cosmetics can enhance perceptions of trustworthiness and competence in leaders (psych research).
    • Quote:

      “Research revealed that smokers are more attracted to the image of a brand than the actual qualities of the product itself.” (10:28)

3. Women Invited into “Men’s” Categories (18:02–25:05)

• Whiskey & Scotch
  • Changing Demographics: Up to 39% of Canadian whiskey drinkers are now women.
  • Brand Strategies:
    • Glenlivet hires actress Anna Paquin for a campaign mixing scotch with fruit and soda, breaking purist rules to broaden appeal.
      • Memorable Moment:

        Anna Paquin: “They’ll tell you a single malt Scotch should always be drunk straight. But you know what? I don’t do straight.” (19:22)

    • Balvenie features both women and men in its “Quest for Craft” series, focusing on respect, not tokenism.
  • Failed Attempt: Johnnie Walker’s “Jane Walker” edition to mark Women’s Day was seen as pandering and unnecessary.
    • Insight: Brands shouldn’t create “pink” (or feminine) editions—authentic inclusion works better.
    • Quote:

      “Maybe the lesson here is, to attract women to what is traditionally a male-centric product, a brand doesn’t need to create a special women’s edition.” (22:40)

4. Genderless Lingerie & Blurring Boundaries (23:40–25:05)

• Trends: Unisex and non-binary products, such as mesh bodysuits and bralettes marketed without gender labels.
• Major Companies: Small disruptors (Tomboy X, Lucky Skivvies) and large brands (Calvin Klein) moving to genderless lines.
• Insight: This democratization of intimate apparel is seen as a way for all to feel confident, no matter their gender.
• Quote:

  “Feeling better under your clothes can help you feel better and more confident. Externally, you feel authentic—top and bottom.” (24:26)

5. Tools for the “Family Jewels”: Male Grooming Goes Mainstream (26:54–29:42)

• Manscaped Case Study:
  • Gap in Market: Previously, men had few intimate personal care options.
  • Original Tone: Serious safety/hygiene messaging failed to engage men.
  • Breakthrough: Humor and clever branding (“Precision tools for the family jewels”—product names like “The Lawn Mower” and “The Weed Whacker”) dismantled taboos and encouraged conversation.
  • Quote (slogan):

    “When you trim the hedges, the tree stands taller.” (28:23)

  • Impact: Website traffic soared, conversation exploded, men responded positively.
    • Over 5 million users; projected $500 million sales in 2024.

6. Lessons and Takeaways (29:42–32:40)

• Key Criteria for Gender-Bending Success:
  • Authentic inclusion (not “pinkwashing” or token versions).
  • Masculine branding is often needed to bring men into formerly feminine spaces (like cosmetics).
  • Humor effectively breaks taboos, as seen with Manscaped.
  • Perception is everything—products live in the mind as much as in reality.
• Quote:

  “Sometimes you have to make them laugh, and sometimes you have to Rusty Kanokogi them into submission.” (31:54)

Memorable Quotes & Moments

• On Brand Perceptions:

  "A brand resided as an idea in people's minds, not their taste buds. And if it was an idea, it could be influenced." (10:15)

• On Genderless Lingerie:

  “This new era of lingerie began with the creation of lacy underwear for men and silky boxer shorts for women. Then it evolved.” (23:54)

• On Humor in Men’s Grooming:

  “Humor was the sledgehammer that broke down the wall. It took a taboo and made it conversational.” (28:16)

• On Ad Industry Ironies:

  “As the Marlboro Man taught us, it all comes down to perception.” (32:27)

Timestamps for Key Segments

• 03:10—Rusty Glickman/Kanakogi’s judo story
• 09:04—Gender-bending brands: Marlboro, L’Oreal
• 12:40—Male politicians and makeup, cosmetic industry research
• 18:02—Women and whiskey: Glenlivet, Balvenie, Jane Walker
• 23:40—Genderless lingerie revolution
• 26:54—Manscaped and humor in men’s intimate grooming
• 29:42—Summary takeaways and lessons
• 31:54—Closing reflections

Final Thoughts

Terry O’Reilly’s lively delivery and storytelling wit unravel both the history and current landscape of gender in branding. The episode reveals that gendered marketing is rapidly evolving: men are being welcomed into “feminine” categories (with humor and masculine branding), women are simply being included as equals in legacy “male” categories, and some brands are removing gender altogether. The undercurrent is clear—authenticity, smart observation, and sometimes a big laugh, can break decades-old barriers in both sports and stores.