Chanel Cosmetics launched a new lipstick called "Boy". It's named after the nickname Coco Chanel gave her lover. The chief complaint from employees at the Chanel counter is that women are reluctant to wear a lipstick called "Boy". They are quick to assume it's a men's lipstick and that it's meant for cross-dressing. Why is something as insignificant as the name of a lipstick enough to prevent people from liking and/or buying the shade they like? Why are people so afraid of cross-dressing? Women have had the lipstick applied, loved it, and retrieved their wallets - only to stop, and really consider whether or not they want to wear a lipstick bearing that name.