They've taken an existing non gendered product and suddenly declared it 'For Men'
Imagine is this spreads...
So coffee is a only mans drink
Or
Brie .... FOR MEN
ITS STUPID AND SILLY AND RADOX ARE WRONG.
It's marketing - do these little tricks still surprise you?
Radox noticed they weren't selling a lot of bubble bath to men. It may have been the pink "Feel Blissful with calendula* and rose" that wasn't really getting in touch with men's bathing needs. They thought, "hmm, there's a whole untapped market here? How do we get money from men, instead of just getting money off women? It would be great, we'd have more money!"
So they probably had some brainstorm (or whatever the term is now) sessions with lots of out-of-the-box blue sky thinking, came up with some ideas, held a couple of focus groups, the results being the men in those focus groups said, "yeah I'd probably buy it, now and again. Whatever. Where's the free tea and biscuits?"
If a company noticed they weren't selling a lot of brie to men, then yes there probably would be a "men's" brie product and marketing campaign. Any commercially-driven venture wants to make as much money as possible and one way to do that is to sell to as many people as possible. If a particular market is not being exploited, they're going to expand into it.
*WTF is calendula?