• Los Angeles Times/AP, Tuesday, October 9, 2007 12:45 PM

Bobby McKinney--a hard-hat-wearing fire code inspector from Winter Haven, Fla. who wrestled professionally under the name Cowboy Bobby Steel--is making a killing selling perfume, lingerie and women's wrinkle cream at construction sites. He's an Avon man--one of a growing number of male salespeople who are part of a strategic move by the New York-based beauty company to broaden its appeal.

Sales to men--and an increasing number of products for them--have helped Avon's bottom line, with sales growing from about $6.2 billion in 2002 to $8.7 billion in 2006. New recruiting brochures picture both men and women.

Yankees star Derek Jeter partnered with the company to create Driven, his line of products that includes cleansers, cologne, aftershave and deodorant. And Avon recently produced its first men's catalog, which features a ProExtreme skin care line, boxer shorts and power tools.

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