Workin' and beauty products for men?

Work like usual today. Today I worked with some customers via E-mail and learned more about how the business is run. In the evening I headed out to Suidobashi and met up with a client before heading home.
On the train today I saw an add for Mascara with a guy pictured. Usually for a mascara ad you'd expect a picture of a girl but aparently this girly looking guy is popular among girls who this product is targeted at.