Guys: We don’t need to smell you coming

The biggest ad in the Walgreens cosmetics aisle these days isn’t the airbrushed model hawking L’Oreal, but the huge cardboard archway with the Axe logo leading like a beacon to an aisle stuffed with flashy cans of body spray. This is where the boys come to be cool, to man up, to make the ladies swoon at their feet – or so the ads make them believe.

As the New York Times reported, male body products are all the rage among teenagers and even the pre-teen crowd. One mom counted 18 different products in the bathroom of her 13- and 14-year old boys – the body washes, exfoliators, body hydrators, body sprays, deodorant, shaving cream and hair products they think they can’t live without.

This is the beauty industry’s wet dream: to finally have the other 50% of adolescents churning with anxiety, desperate to own products that promise to make them attractive and acceptable (but always fall short). The marketing machine is selling such anxieties in a myriad of subtle ways – book tie-ins, gaming sites, endorsements from hip-hop stars and extreme athletes. A Kardashian sister was reportedly paid six figures to tweet about loving the smell of Axe. (In reality, most girls are holding their noses behind the guy’s back.)

The irony of this story, which the Times missed entirely, is that the ads promise virility and masculinity, yet the products may have the exact opposite effect on the bodies of developing boys. Most fragranced products contain diethyl phthalate, a chemical that has been linked to sperm damage and feminized genitals. Many of the products, from body spray to shampoo, also contain parabens, a chemical that acts like estrogen in the body.

In all, the 18 body-care products used by the above-mentioned teenagers contain roughly 200 synthetic chemicals that the boys are putting on their bodies each day before breakfast. This daily dose includes dozens of chemicals linked to cancer, skin problems, allergies and hormone disruption, according to an analysis of a typical suite of these products on the Skin Deep database.

How’s that for an ick factor?

By this point in the story, you may be shaking your head in disbelief. But the ugly truth is that companies are allowed to put nearly any chemical into beauty products in unlimited amounts, without conducting safety assessments and without listing all the chemicals on labels. Toxic products are often marketed as “pure,” “gentle,” “hypo-allergenic” and even “organic,” since there are no legal standards for these terms on personal care products.

The beauty industry is in desperate need of a safety makeover. The broken regulatory system keeps consumers in the dark about what they’re really buying and holds the industry back from innovating the next generation of non-toxic products. Why make safer products if they don’t have to? To help change the laws, join the Campaign for Safe Cosmetics at www.safecosmetics.org.

In the meantime, what’s the parent or girlfriend of an over-anxious body-spraying teenage boy to do? Showing him a Skin Deep analysis of his products, along with information about how phthalates may be impacting masculinity, may make a lasting impression. (Keep in mind that phthalates aren’t listed on product labels; avoid them by avoiding products with fragrance.)

Some honest feedback about what it’s like to smell them coming also wouldn’t hurt. As Stephenie Mullen, the mom quoted in the NYT story, wrote on her blog: “being in a car with my Axe covered boys (is) like going for a jog behind a mosquito truck.”

As it turns out, that image of the noxious spray cloud isn’t far off the mark from what’s happening in the bathroom each morning.