A product that reinforces hegemonic masculinity

There is a shampoo for men that promises to give them energy and vitality. Its name is La força del tigre and its packaging is black with a jumping blue tiger. It is a creation of the Natura Siberica brand, which has a line of products for women in pastel shades such as lilac or sky blue. But men need to prove that they are strong and brave, and for that they need a tiger shampoo. This is how the patriarchy sells them, which imposes roles and stereotypes on them that harm them as much as women.

The fear of looking like women

To comply with the canons of hegemonic masculinity, which is the way of being a man that legitimizes men’s power over women and other men, men must renounce anything that might associate them with femininity. This means that they must suppress their emotions, that they must be tough and resilient, that they must be the providers and the protectors… And that they must be afraid of war, but they must not show it. This fear of being like women, who are considered weak and fragile, is what is known as fragile masculinity.

The consequences of fragile masculinity

Fragile masculinity affects not only men, but also women and society in general. When a man feels threatened in his masculine identity, he can react violently and aggressively. This can lead to situations of gender violence, bullying, racism, homophobia… Psychologist Alejandro Vera explains that the model of a strong, brave man… who must hide emotions such as anxiety, insecurity…makes them grow up in fear of femininity. Wearing a piece of pink clothing or giving a hug to a friend are not accepted attitudes within male behaviors.

An example of fragile masculinity in cinema

In 2023, the film Joc net was released, which tells the story of a couple who work in the same company. She has more success and more recognition than him, and this makes him feel inferior and envious. He starts bothering her, insulting her and finally physically assaulting her. Many media presented the film as erotic, but it is actually a critique of fragile masculinity and its consequences.

The need for a new masculinity

Fortunately, more and more men are questioning hegemonic masculinity and looking for a way to be a man that is freer and more respectful of themselves and others. Men who don’t need tiger shampoo to feel good, but who accept themselves as they are and express their emotions without fear. Men who act as fathers without anyone telling them that they act as babysitters, as happened to a friend of mine when an elderly gentleman saw him with his child in his backpack. Men who are confident in their masculinity without being fragile.

A product that promises energy and strength to alpha males

There is a shampoo for men called La furia del tigre that aims to convey a feeling of energy and strength to its users. You may have already heard of it. It is from the Natura Siberica brand and has a very striking design, with an intense blue tiger on a black background. If you compare this product with the ones offered by the same brand for women, you will see that the colors are much softer and more delicate, like sky blue or lilac.

Why this difference so marked? Why do men have to be tigers and women flowers? The answer is that patriarchy, the system that privileges powerful men and oppresses women, also comes at a cost to men themselves. A cost that manifests itself in the pressure to adapt to the standards of hegemonic masculinity, that is to say, the way of being a man that is considered the most desirable and the most normal.

The fear of looking like women

Hegemonic masculinity demands that men be strong, brave, competent, rational, and not show their emotions or weaknesses. It also asks them to avoid any behavior or attitude that might be associated with femininity, such as wearing pink clothes, cuddling with a friend, or taking care of children. This causes many men to live with the fear of not being man enough, of not meeting social expectations, of being rejected or ridiculed. This fear is called fragile masculinity.

What does fragile mean? According to the dictionary, fragile is that which can be easily broken or that which is weak. This adjective has been used for a long time to describe women, as if they were delicate and powerless objects. But can anyone still believe that women are fragile? Can anyone deny that women have resisted and fought against all kinds of adversities? Maybe we should laugh so we don’t cry.

The consequences of fragile masculinity

Misunderstood masculinity is not only fragile, but also dangerous. To maintain their self-esteem and identity, some men turn to products like tiger shampoo, which make them feel more confident about themselves. But other men may react violently to any situation that challenges their superiority or authority, such as a woman having more professional success than them, demanding respect, or challenging them. This violence can be physical, psychological or sexual, and can reach extremes such as femicide.

An example of this violence can be seen in the film Joc net, released in 2023. The film tells the story of a couple who work in the same company. When she gets a very important promotion and he is left behind, he begins to feel frustrated and humiliated, and ends up assaulting her in various ways. The film is not an erotic fantasy, as some have wanted to sell it, but a critique of fragile masculinity.

The need for a new masculinity

Luckily, not all men are like that. There are men who have understood that masculinity is not something fixed and unchanging, but can be constructed in different ways, freer and more egalitarian. Men who are not afraid to show their emotions, to share the housework, to respect women and to recognize their differences. Men who don’t need tiger shampoo to feel good about themselves.

One of these men is a friend of mine who went for a walk with his son in his backpack. An older gentleman stopped him and asked if he was babysitting. He replied, very calmly, that he was acting as a father. And the fact is that men need to be very convinced of the new masculinity so that it does not leave them fragile.