I think you put your finger on the most logical reason, Kain. I don't think there's any "conspiracy" to make men more feminised- they're just trying a new marketing technique to sell more crap to men. It's unfortunate but true- women are HUGE consummers of personal products. There are more women's magazines (and they're all the same) out there, and women's magazine's have the highest ad-to-content ratio. If they could get a similar market from men, they'd be really happy campers.
But it still all comes down to personal choice- you can just choose to not get roped up in it.
Oh, and reverse sexism or reverse racism is WRONG WRONG WRONG. It's hypocritical and it just serves to put both sides against one another.