If you have ever picked up a razor, deodorant or even a shirt and wondered why the “women’s version” costs more than the men’s product sitting right next to it… you aren’t imagining it. The extra cost has a name: the pink tax. The pink tax isn’t an actual government tax. It’s a term used to describe how products marketed toward women are often priced higher than identical products marketed toward men. They can have the same function and materials, but a different color, scent or label.
Some examples that you may or may not be aware of are: a basic razor marketed to women can cost more than a nearly identical men’s razor, sometimes for just being a fun color, personal care products liike shampoo, deodorant and body wash come with a higher price tag when labeled for women and even toys and children’s products like bikes, helmets and clothes have been found to cost more than boys’ version. One study by the New York Department of Consumer Affairs found that women’s products cost about 7% more on average than similar men’s products. And it doesn’t just stop at products. Women also tend to pay more for services like haircuts and car repairs.
So why does this happen? There’s really no single answer, but there are a few big factors. The first big factor is marketing; companies assume women are willing to pay more for products that feel more tailored. Another is packaging and branding; even a small design change can justify a higher price point. Lastly, consumer habits of people who keep buying the expensive version mean that companies have no desire to change it. It’s easy to say to just buy the cheaper version, but it isn’t always that simple. Products designed for women can actually better suit our needs. Specifically, clothing and hygiene products are important to feel like they are made for us.
The good news is that there are things you can do about it. Comparing products before buying is a major tip. Also, looking at ingredients and materials instead of strictly branding, supporting brands that are transparent and price their products fairly and talking about it to spread awareness and push change. Once you start noticing it, you can start making choices and not add extra costs to being a woman.
Sources:
New York City Department of Consumer Affairs. (2015, December). From cradle to cane: The cost of being a female consumer: A study of gender pricing in New York City. https://www.nyc.gov/assets/dca/downloads/pdf/partners/Study-of-Gender-Pricing-in-NYC.pdf