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Best Top(less)Trend

Let's hear it for the boys! Women's fragrance ads have always shown lots of skin. But this year a slew of print ads for men's scents -- including Davidoff's Cool Water and Calvin Klein's Crave -- have featured a girly mag's worth of chiseled pecs and washboard abs to tout their goods. Ads for Yves St. Laurent's M7 even went -- gasp! -- the full monty. (Alas, a PG version runs in more prudish publications.) The appeal? According to Hilary Dart, president of Calvin Klein Cosmetics, the Crave ad is for both sexes: ''[It's] for the man who knows what he wants, how to get it -- and when he's got it, she'll want him.''

Originally posted Jan 03, 2003 Published in issue #689 Jan 03, 2003 Order article reprints

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