One of the most interesting aspects of the growth of the category is in the area of the new media and engagement. Because the audience is young, global and technologically savvy, the marketing extensively has used the new media -- robust websites, Facebook pages, Twitter feeds, video game placement, text, mobile apps and co-branded content.
But at the end of the day, it is the power of the idea that has revitalized the category.
When you think about it, it is hilarious:
Women pluck their eyebrows, take prescription medication to make their eyelashes longer, get injected with Botox to hide wrinkles, suffer wearing torturous shoes to make their legs look more shapely, push up, control, weave in and a half a dozen other things we can't even imagine as men that go on while we are waiting for them to appear beautiful before us.
Men? We just liberally spray on a combination cologne/deodorant and we are done. Irresistible.
The work is the opinion of the columnist and in no way reflects the opinion of ABC News.
Larry D. Woodard is president and CEO of Graham Stanley Advertising, a full-service advertising agency based in New York City. He is also chairman of the American Association of Advertising Agencies New York Council and the recipient of many prestigious industry awards, including two O'Toole Awards for Agency of the Year, the London International Award, Gold Effie, Telly, Mobius, Addy's and the Cannes Gold Lion. A blogger and a frequent public speaker, Woodard enjoys discussing the intersection of media, politics, entertainment and technology.