January 03, 2003 at 05:00 AM EST

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.”

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