If brands for men were honest, every ‘Superboy’ shampoo and “Street Hero” deodorant would have a line on the label that reads, “Contains 100% confidence (or 0 until you try it).” Because all those promises of toughness aren’t really selling scents of woods and muscle jackals, but our eternal need to prove to ourselves and others that we’re macho enough.

Take a look at the shelves: cream for real men with the headline Strength 24/7, shower gels with the slogan Defy the Day, and even tearless repair bolts. They all work on the same formula: induce the customer to believe that without this bottle, they won’t be understood or recognized.

In fact, the secret ingredient in any men’s cosmetics is a mirror. It reflects us as we want to appear. And until you believe your reflection matches the cover of a magazine, you’ll be grabbing for every new fortitude product.

Check it out for yourself: the next time you feel like adding another stiffening cream to your cart, ask yourself: what if the real recipe for awesomeness isn’t hidden in a jar, but in the way you look at yourself without filters and marketing gimmicks?

And are you ready to add the most powerful ingredient to your arsenal? (Hint: it's already inside you.)