Due to the staggering increase in the number of men who wear makeup (a figure arguably interchangeable with the number of men who don't understand that fame and wealth are required before it's acceptable to look like a jackass), cosmetics companies have begun marketing their products directly to male consumers, providing them with a more dignified alternative to rooting through their girlfriend's purse while she's on the phone with her dying grandmother.
5Alpha Nail Polish
The makers of Alpha Nail nail polish (like alpha male, get it? Goddammit that's clever, we'll buy one of every color!) have successfully convinced men to paint their nails by referring to their product as "war paint" and "armor," instead of what it actually is, "Adam Lambert's Sunday afternoon."