Is Dove's new men's line destined to be a wash?

Recently Dove has been trying to expand its consumer base to include men by releasing a new line of personal hygiene products Dove Men&Care. The ad Dove ran during the Super Bowl targets “men who are comfortable in their own skin”. Dove’s 60 second spot in the Super Bowl entitled “Manthem” did portray a man who was comfortable with the life he was living as a man and should also be comfortable with his skin through the moisturizing power of Dove. I believe Dove is entering into the market for men’s personal care products at the wrong time. The market for Men’s personal care products is growing, yes, but at a slow pace and is still a very small segment of the larger personal care product market. Also I know that the perception of Dove for the majority of my peers and the men who I was with when watching the ad, is that Dove is for women. Comments were even made by some women about how they would loose respect for a man who used Dove products and had smooth silky skin. I am hesitant to say that my fears for Dove are market truths, because, while my peers are in the market for men’s personal care products, being young men between the ages of 20-26, they are a small segment of the market for Dove’s new Men&Care products. We will have to wait and see if this new product line ends up being a wash…