Angrogynisation

How far will the marketing push the boundary of the gender difference?

In several domains of the marketing, especially fashion and beauty (aka health?), the aspects of gender difference seems to disappear when it is compared with norms of society. Male models with new autumn collection, looking very feminine, commercials of beauty products 'for men' with very adrogynious faces. It definitely promotes the femininisation of male (maybe feminisation is not the right word for it. Maybe it's the androgynisation of male.).
So, How far will they push this socially (eventually) accepted boundary?
How far can they push it?