It starts out at a very young age–a young girl might choose a pink scooter over a red one, but that simple color choice can cost a lot. Take a look–Target prices the Radio Flyer red scooter at $24.99 and the Radio Flyer pink scooter at $49.99. So women, listen up! If you think it costs more to be a woman, you’re right. 
Products labeled for men and women have dramatically different prices, but the products aren’t all that different.
In a study completed by the New York Department of Consumer Affairs, they found that of 800 products surveyed, those advertised for women were 7% more expensive than so-called “men’s products”. On average, women’s products cost more than men’s 42% of the time, while men’s products cost more only 18% of the time.
The biggest price difference can be seen when you shop the beauty aisle for shampoo, conditioner and other hair products. Often women’s products were 48% in cost than the men’s version.
“Because personal care products are purchased at a higher frequency than the other consumer goods included in this study, this 13% difference translates into a significant financial burden for women over the course of a lifetime,” the study reported.
Why do men’s products cost less? It seems the market place treats men’s products as generic and women’s products more like speciality items.
“Individual consumers do not have control over the textiles or ingredients used in the products marketed to them and must make purchasing choices based only on what is available in the marketplace,” the department reported. “As such, choices made by manufacturers and retailers result in a greater financial burden for female consumers than for male consumers.”
Across the five industries analyzed, women were charged 7% more for toys and children’s accessories, 4% more for children’s clothing, 8% more for adult clothing, 13% more for personal care items, and 8% more for home healthcare products. In all but five of the 35 product categories analyzed, products for female consumers were priced higher than those for male consumers.
In a footnote, the study also mentioned that some expensive products with supposedly special ingredients don’t actually work better. The Department of Consumer Affairs spoke with Dr. Gary Kelm, a 35-year veteran in personal care product formulation at Procter & Gamble, who told them women often pay a premium for ingredients that look good on the label but usually make up less than 1% of the product.
“These ingredients yield no significant benefit to the consumer, but legally enable a brand to advertise the use of that ingredient and the potential benefits it could confer,” the DCA study states. “Examples include natural extracts and botanical ingredients, which are frequently used in women’s products.” Is this why makeup is so expensive?
Based on this study, I think I will be shopping more in the men’s aisle from now on. Have you noticed gender pricing?
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