The Atlantic

Testosterone Wars

A seller of dietary supplements is succeeding by promising power to the aggrieved.
Source: Oli Scarff / Getty

There has always been money in testosterone, but especially now. The world is awash in ads for products that “enhance” and “support” testosterone levels. They promise health and virility. They are predicated on the contested assumption that there is a widespread dearth of testosterone—that more problems lie in scarcity than surplus.

Among these products is a potion known as Super Male Vitality. A single two-ounce vial costs $59.95. (The “retail” price on the seller’s website is given as $69.95, but that price has been conspicuously crossed out.)

For buyers who are not convinced by the discount and the phallic applicator and the promise of some kind of superior maleness, there is the question of what this product is. Its seller claims: “As men age, they may often experience a slow-down in vitality, energy, and overall wellness,” so Super Male Vitality is “specifically designed to assist the body in regulating proper balance to create superior vitality in males.”

The liquid is a mix

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