LIKE the Sorting Hat from the Harry Potter books, the bottles and cans telegraph how a boy can sort and identify himself. Old Spice advertisements for its Swagger line featured the rap star LL Cool J as a nerd in school, then being transformed into his fabulousness by you-know-what. Anthony’s Body Essentials are available in Energy, Strength, Spirit and Courage. Abercrombie & Fitch’s popular cologne: Fierce.
— From Masculinity in a Spray Can at the New York Times, with thanks to March for the link!