"positive and abundant" messaging brands are not brands at all, they're defensive marketing postures that do no good, but do no harm either. It's the brand equity equivalent of a zero interest money market fund. brand equity is proportional to brand risk.
It has stopped working and VS stock is tanking, and it's gotten embroiled in the Epstein scandal too. Shows the risks of gender-essentialized marketing. Ironically, essentialized gender is necessarily marketed to all genders because it is externally referenced.
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Flip it, and marketing to essentialized ideals of men inevitably is marketing to the female gaze, so it has to track how women see men. So your best bet to do that is actually reshape what women think of as "hot" in men.
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I've seen your "tonic masculinity" tweets and I think you're basically barking up the wrong tree. Inverting the valence of "toxic" so literally is an ineffective and reactionary way to counterprogram woke demonizations of men.
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