Yes it is remarkable that a set of industries driven by women and gay men is somehow a "plot" by heterosexual men in the "patriarchy". In almost my entire life (ie. from teenager) there has been a concerted effort to get men to be more than incidental consumers of fashion and beauty. In the 70s as now there is limited success with young men up to their late 20s, thereafter they tend to stick to their favourites and are frequently dressed by their female partner on the grounds they aren't keeping up with trends/fashion. Beauty and fashion may seem trivial but the psychology on display in marketing etc. is revealing. For instance the ads. for "high end" after shaves are almost uniformly obscure and camp if not overtly gay; because the main market is women buying for boyfriends/partners/husbands. Yet the "Lynx" brand, like others aimed at young men buying their own, has jokey versions of "wear this smell and girls will want you". These companies have to get their psychology right, otherwise they go out of business. These businesses tell us an awful lot about ourselves. After all all women have to do to avoid this terrible plot.. is stop buying. Simples.