A couple of months ago, we bore witness to a vintage Spanx for men ad and had a good old laugh about it. But don’t be surprised when I tell you that the modern-day equivalent has now arrived. Introducing the Core Precision undershirt, a body-shaping undergarment designed for men. The “man-girdle,” as it has been colloquially referred to, will sell for about $90 to $98 and is designed to create a sleek and slender male form, taking inches off the waistline. Now, if men want to jump on board the body-slimming-garment bandwagon, who am I to stop them? But, really, why the hell would they want to? This is where some handy marketing comes into play.
Strangely (and yet not surprisingly), while the Core Precision undershirt and Spanx (the designed-for-women kind) were created for similar purposes (i.e., to squeeze the body into a smaller size and different shape than it actually is), the two products are marketed quite differently. The male version promises to “improve posture, support core muscles, visibly streamline and slim, control body temperature, and promote circulation.” This description appeals to one’s sense of logic and the desire to improve one’s form in a good-for-your-body kind of way. Improves posture and promotes circulation? Sign me up! On the other hand, women’s Spanx claims to “shape problem areas, accentuate your waistline, minimize your tummy and thighs, lift your rear, and make inches seem to disappear.” The focus here is on aesthetics, implying that women are actually concerned only with appearance and can’t be bothered to contemplate more practical matters such as core muscles.
Of course, women have a long history of wearing undergarments that slim down (and sometimes harm) the body. (Corsets, anyone?) And the fact that these types of products continue to sell well (I’m assuming the Spanx people make a pretty penny), means that the marketing they use must work. However, when a similar shape-adjusting product is created for men, it needs to be advertised as actually improving one’s physical form and health. (And people say sexism is dead. Ha!)
Good for the body or not, the one thing that the Core Precision undershirt and Spanx do have in common is their ability to cause discomfort. However, as a male journalist for the Times Online describes after his one-day test of the Core Precision undershirt, although the garment is rather restrictive, it does still render the wearer capable of breathing. And I’m sure many women who have squeezed themselves into corsets, Spanx, control-top pantyhose, and other body-smooshing undergarments have used the ability to breathe as a basic criterion for wearability.
Hell, if manufacturers of body shapers are looking for an advertising hook, why not go with this one: “Allows you to slim down while still retaining the ability to take shallow breaths.” But I guess this is why I never went into advertising.
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{ 4 comments… read them below or add one }
One of my most horrifying pregnancy discoveries: Maternity Spanx.
Just…no.
Whaaaaaaat???!!! That’s just wrong.
the marketing for men’s spanx seems pretty late nineteenth century to me. in fact, i seem to remember corsets used to be advertized to women as promoting things like good circulation and overall health. probably by keeping those wandering uteruses strapped down.
Yup, Carol, you’re absolutely right. In fact, your comment reminds me of the summer I spent working as a research assistant for a Victorianist. One of my tasks was to flip through a bunch of Victorian periodicals and make photocopies of any illustrations by George Du Maurier. But, of course, I couldn’t resist sneaking a peak at the advertisements at the back of each magazine. And, lo and behold, there were plenty of ads for shoes, corsets, bras, etc. that claimed to do good things for one’s health. Strange how advertising has regressed.