Masculine hygiene, which may be the last frontier for the personal-care industry, is getting a new push thanks to Morgan Spurlock's new film, "Mansome."

Certainly Procter & Gamble and Unilever have tried -- making liquid soap for cleaning all male body parts into a massive growth industry. But products specifically for men's nether regions still significantly lag behind those for women.

No more, perhaps. Mr. Spurlock has uncovered a promising product -- Fresh Balls -- promising to keep the land down under dry and fragrant without resorting to allegedly carcinogenic and irritating talc. Ingredients include tea tree oil and oatmeal. The Las Vegas company behind Fresh Balls has been at it since 2009, landing placements on Howard Stern and Jimmy Kimmel among other shows, but "Mansome" gave it the best exposure yet, complete with filming of a focus group of men trying the product (discreetly).

While Fresh Balls is carried by Amazon and other fine online retailers, it continues to struggle to find space at the local Walmart. And other players will have to keep up the good fight, despite setbacks.

P&G, for example, once worked around the turn of the millennium on a pad to soak up the dribble men leave behind after using the bathroom, according to people familiar with the matter. R&D folks even calculated how many drops men on average dribble into their undergarments daily (the people familiar don't recall the details, but rest assured it's shocking).

Even so, the project, jokingly called "the dick wick" by some, never got traction with consumers, and some P&Gers even believed it was little more than a way to toy with interns. A P&G spokesman couldn't find much about the effort so many years after the fact, but said it was never a formal project.