The Truth About Gendered Pricing
Sarinah Aman, Northside College Prepatory, Junior, Spring 2026
Gendered items have existed for centuries and, as a result, gendered pricing. While companies may claim price differences reflect market demand or production cost, gender-based pricing reveals deeper issues of marketing manipulation and systemic issues. Gender-based pricing is a form of economic price discrimination, where sellers charge different prices for similar goods based on the consumer’s gender. Colloquially called the “pink tax,” it is the additional amount women pay for items compared to men. Studies found that “80% of all products and services on the market are gendered” (Moshary, Tuchman, Vajravelu 2023). The Industrial Revolution created mass production, causing increased consumer spending. It created more clearly defined gendered products, specifically in the personal care market. Marketing strategies shifted to position femininity as an external purchasable commodity, prompting a surge in consumption of gendered personal care products. King Gillette, owner of Gillette, realized that only men were purchasing his razors. In 1915, Gillette created the first women’s razor, "Milady Décolleté,” marking the beginning of women removing bodily hair. This has created a lasting impact, as 81% of women still purchase razors today (Arizton 2022). Companies have justified higher pricing with claims of higher costs to make products because they are specialized. Teenager Maja Lindall said, “When I go shopping to get soap, the women's ones are always more expensive than the men's, so sometimes I end up buying the men's instead." In reality, most products are nearly identical, aside from color and packaging. Marketing plays a major role, as feminine branding, floral, pink, animals, and so on, have higher perceived value and companies price as such. David Golden, AP Microeconomics teacher, said, "The average person is incredibly susceptible to following the cultural and purchasing practices within their family, (i.e. if a young girl sees her mother spending more on beauty products than her father she might assume that is expected of her too) and susceptible to marketing practices that are so widespread they feel as if [they are] normal.” Recently, laws have passed banning gender-based pricing. In California and New York, there have been laws that ban businesses from charging different prices for similar goods. Additionally, there has been legislation passed in 25+ states to eliminate sales tax on menstrual products. |
Works Cited
Maja Lindall, sophomore at Northside College Prep
Mr. David Golden, AP Microeconomics and U.S History teacher at Northside College Prep
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