When you go for shopping to the mall or a store, you may have noticed that products are divided according to the gender. On one side you have the ‘masculine’ products with black, grey or navy blue packaging. And if we talk about deodorants or perfumes, they have a very strong and muskier scent.
On the other side we have the ‘feminine’ products. These sparkly products with their bright colours like pink and purple are hard to miss. If they have a fragrance, it’s often flowery and fruity.
While the colours and the scent are pretty different, there’s another slight difference and it’s the price. Two products that have the same use, but one costs more than the other because it is aimed towards women.
What is gendered marketing?
Gendered Marketing is a marketing strategy that divides consumers based on their gender by tailoring products based on gender stereotypes. One of the examples is pink and blue divide. The pink and blue divide is common for children’s toys but can be seen in stationary items, medication, and personal hygiene products. Another example is advertising that portrays men and women in stereotypical gender roles.
Why gender-based marketing is bad for business | Gaby Barrios: https://youtu.be/qNTf3Zu-oZk
Pink and Blue Divide
The pink and blue divide refers to when a product is offered in two colours: Pink and Blue. Products like doll house, kitchen set, Barbie dolls are marketed towards girls and are usually pink. Toy like video games, cars etc. are marketed towards boys and are blue in colour.
Beyond the Blue and Pink Toy Divide | Elizabeth Sweet: https://youtu.be/xdHJGH97vyo
What is the Pink Tax?
Pink tax is a form of invisible cost where women are typically charged more than men for the same product. It refers to the tendency for products marketed for women are more expensive than those marketed for men. Essentially women are paying higher prices for items that are feminine but are similar to the male products.
Pink Tax not actually a tax that is levied on the products used by women, it’s the extra cost that people using feminine products pay more for the same product. Products like perfumes, razors and toothbrushes marketed towards women tend to cost more for no apparent reason other than the fact that they’re pink.
In addition to the higher price for women, corporates disseminate stereotypes regarding gender through the product packaging. Products with lighter colour packaging like pink and purple with a sweet fragrance are meant for women. And products with darker shades like blue and black with aggressive slogan and a stronger scent are meant for men.
Why is there a difference in price?
Some people say that the difference in the price of the products is due to product differentiation. It is possible that the products for women are expensive because of small changes like colour or requires different material. Some say that it is because of small scale production. Since men’s products are manufactured at higher quantities than women, the increased scale lowers the overall price.
The manufacturers feel that women are less price sensitive as compared to men. This means that they will purchase the product regardless of the price. Some argue that women are willing to pay a higher price for feminine products and apparel, so the higher price becomes a marketing strategy to make more money off of women.
A blue razor is the same as a pink one and meets the needs of women’s shaving in the same manner. There’s no extra material so why the difference in the price? Same goes for deodorants, clothes, and hygiene and personal care products. Not just product, even services charge higher prices for women.
What is the Tampon Tax?
The tampon tax refers to the sales tax that the state charges for menstrual products like menstrual cups, pads, and tampons. It is interchangeably used with the term “pink tax”.
These menstrual sanitary products are not just used by women. And they are not luxury for them, but a necessity. The tax on them is unfair.
After relentless efforts and campaigning by activists, in 2018, the 12% tax on the sanitary pads in India was removed. ( Read more: https://www.bbc.com/news/world-asia-india-44912742 )
Why is it problematic?
There has been no economic justification for imposing the pink tax. It only puts financial pressure on one section of the society i.e. women.
The motivation for imposing pink tax comes from a capitalist perspective. If they can make more money off of someone, they will. Women pay more solely for the fact that the product is for females and is pink. This contributes to the suppression for female rights as they are being charged more for the same product. This tax allows companies to manipulate women and take advantage of them to gain profit.
The gender-based pay gap already puts women at a disadvantage. In India, according to a study published in March 2019, women earn 19% less than men. Pink Tax further contributes to the economic equalities between women and men. (Read more: https://www.insightsonindia.com/2019/03/10/monster-salary-index-report/ )
The goal of the pink tax is to further intensify the gender gap and create profit off of the minute differences in the products. It hinders with the progress we made to reduce gender inequality.
“The Pink tax promotes gender discrimination and encourages the patriarchal society.”
How to avoid paying the Pink Tax?
The best way to avoid paying pink tax is to not fall for the pretty pink packaging. Try browsing men’s version of razors, shampoos, deodorants, and other personal care products. You can also check out men’s basic t-shirts, sweatshirts and sweatpants. You’ll be paying less and getting similar or better quality products.
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Very informative
Thank you