Issue #22 - Why you NEED to read GQ (and not the COTY men's style blackbook)

Issue #22 - Why you NEED to read GQ. (and not the COTY men's style blackbook)


I was planning on posting a totally different issue today, but i was side tracked and forced to make an emergency posting, in order to minimize as much damage as possible. I was in Starbucks this afternoon, enjoying a Caramel Apple Spice; my cold weather treat, and on the ground i noticed that an insert from a newspaper had fallen out. When i looked closer it was something called "Men's style blackbook", a 14 page dedication to Men's style. It's by a company called COTY, and on the cover is a photo of a tanned guy with a crisp white shirt, and a black, seemingly cotton woven tie. He's also wearing a pair of aviator sunglasses.


Immediately, before even opening the booklet, it struck me as odd that the man on the cover, although dressed well, looked...funny. It struck me that it was because his sunglasses were pushed up far too high on his nose, causing them to just look awful. This already got me started on the wrong foot with what would soon be an upsetting read.


TIP: Sunglasses, especially Aviators, are designed to be worn on the bridge of your nose, not pushed up to the top. A good rule to remember is that your sunglasses should hit AT your eyebrows, NOT cover them. They should be decently centered on your head, and neither too wide, nor too narrow for your face. Some styles can bend the rules a bit, but with Aviators, you gotta get them right.


Upon opening the booklet and reading through it, it struck me that this was as much of a self promotion piece as it was a style handbook. The inside cover is a Marc Jacob's BANG ad, the back cover is for CK free, and within the booklet are 2 more CK ads (Eternity and Euphoria) and 1 nautica ad...it struck me as a LOT of Calvin Klein and that was fishy and when i researched COTY, it all made sense. COTY is a company that carries many brands of fragrances. For example, Adidas, and David Beckham fragrances are part of COTY's company. Thus, i suppose it made sense for the company to push their own interests.


However, it's a bit ridiculous. Naturally, being a fragrance hound, i looked for the sections dealing with this first. I immediately shook my head in shock, as the first page held something called the "morning style checklist" and the very first item said:  "spray your cologne through the air in front of you and walk through it. You'll get just the right amount for the day. Try the new Davidoff Champion for an energizing scent or Pure Nautica for a masculine, laid-back feel."


This was just ridiculous, for many reasons. Men, if there is ANYTHING you take from this issue, let it be this: DO NOT, I repeat, DO NOT spray your cologne in the air and walk through it. Why? First of all, you look stupid. Second of all, you're wasting 90% of the fragrance you have just spent a lot of money on. Sure you will get some on your clothing...but your floor will smell fantastic too. Did you buy cologne for your floor? I don't think so. This is a marketing tool, and it's even more obvious when it's the COMPANY telling you to do so. How is it marketing? Well, the majority of men who do this will find out that while they smell good, it doesn't last long enough...so the next day they spray 3-4 times in the air, and walk through it. Take these 3-4 sprays per day, waste 90% of each spray, and before you know it, you're going back to the store to buy a new bottle....ta daaa!! You've just been a victim of a devious, although very clever marketing ploy.


 TIP: Spray your cologne ON you, where you want. Good places to spray are your wrists, neck, and down the back of your shirt. Sounds weird i know, but when you walk past ladies, you'll turn their heads. If it's a new scent, stick with one spray until you know how strong it is, then adjust accordingly. Also, choose a scent that's right for you. The colognes they suggested in their tips are both their brands, so don't take their advice to heart. Try what works best for you and your mood!


They continue their propaganda style of suggestion by telling you that to extend the life of your scent, you need to layer with several different products of that scent. While this IS true to a certain extent, you don't have to run out and get the entire line of CK Free products like they want you to. They also say that Marc Jacobs' BANG will drive ladies wild, and that in the bedroom you should use Calvin Klein Euphoria intense...all super suggestive, but not completely true.


So getting to the point, why you NEED to read GQ...because GQ is a magazine that will tell you what you NEED to know in order to look good, without being completely biased to products they own. Looking for a scent? they will tell you where the best ones are, and give you several options. Want some great ties? they will point them out, and list them so people of ANY budget can grab one. It's a fantastic magazine that I swear by, and it's steered me in the right direction on many occasions. It's not very expensive on the news stand ($7 or so), and even less expensive with a subscription, something like $37 per year. Included in the fantastic style advice and ideas are engaging and interesting articles, as well as new music, movies and books that you should check out. i HIGHLY recommend it.


On that note if you SEE the COTY men's style blackbook, or have it, get rid of it. While it does hold some good information about shaving, and workouts, the blatant self promotion kills it for me...and that whole spraying your cologne in the air thing, well that just made me angry. Sorry for the rant gentlemen, but i had to save you. 


Until next time,
S.G.