Shaving has long been a part of many men’s daily routines. After removing facial hair, using aftershave is a common step to refresh the skin and add a scent. In the 1960s and 1970s, advertising for men’s grooming products, including aftershave, became very common. These ads worked hard to connect aftershave with certain ideas about what it meant to be a man.
Advertisements for aftershave during the sixties and seventies often promoted a specific image of masculinity. They didn’t just sell a scent; they sold an identity. The messages aimed to make men feel that using their aftershave would make them more attractive, successful, and adventurous.
The language used in aftershave ads from the 60s and 70s reinforced these visual messages. Words like “bold,” “powerful,” “unforgettable,” “rugged,” and “confident” were common. Slogans promised that the aftershave’s scent would make a man stand out, be noticed, or command respect. They suggested the fragrance itself had qualities that would enhance a man’s natural appeal and abilities.
