Have you ever noticed that there is a significant price gap between self-care products and clothing aimed at females and self-care products and clothing aimed at males? The Pink Tax is the price discrimination against females on the basis of gender which in todays’ society is considered ‘normal’.
Companies believe that they can manipulate and belittle women with the use of pretty pink packaging as they do with razors. Now there are some people who will disagree with this statement by saying that they have different jobs due to shaving underarms and legs as opposed to faces but last time I checked, and correct me if I’m wrong, males’ faces aren’t perfect squares of skin because they too have intricate curves just like womens legs and underarms. Razors come in different packaging with different colours and amounts of razors resulting in women paying one dollar and thirty-five cents more for every razor purchased.
Now, think about the last razor advert you saw on television, was it a busy or minimal advert? Was it aimed at men or women? Adverts aimed at women tend to be busier than their male counterparts because companies use a variety of techniques to persuade women into buying their grossly overpriced item. Flower petals are strewn everywhere which cost the advertisement companies obscene amounts of money which they then try and earn back by charging women more for their products.
Companies assume that the female population will go along with whatever price they put on an item. An example of this is Levi’s Skinny Jeans in a dark blue colour costing ten dollars more for a female pair than a male pair. Women’s legs are on average shorter than males meaning less fabric would be used but yet they cost more, it’s not like women have some magical power to make their legs more expensive. Certain aspects of being a female cost more than a male such as getting a haircut because females generally have more hair than males so more time is put into it therefore raising the price but there are other aspects such as body wash that cost more for females just because they have a female scent, the difference between a male and female body wash is not just the smell but also the fact that the female wash is costing 26 cents more.
Whether it is a societal pressures or good marketing, females still purchase items that are made for them. Females are at times subjected to degrading comments when they purchase an item that does not coincide with their gender, this is one of the main societal pressure that allows this price gap to still be in place. Marketing around razors can be very confusing because how are these companies selling their products when their ads don’t even show their products being used properly. When there is an ad that shows a razor successfully shaving a leg with actual hair on it, then I may be impressed with the product, but at the end of the day, we as females buy things because we believe for varying reasons, that they will meet our needs.
In todays’ society, women already have difficulty because they are earning 79 cents for every dollar a male earns. Females have to pay more for everyday items even though they earn less compared to males, companies sit there on their clouds of silver and gold and refuse to come down and take part in the real world where inequality between genders is a continuously growing problem. In the state of California there has been a gender discrimination pricing law in place since 1996, which states that any business found charging men OR women more for a product will have a minimum penalty of a thousand dollars and attorney fees made payable to the consumer. California is the only place in the world that currently has any sort of federal law prohibiting price discrimination on the basis of gender and hopefully someday this law will be implemented all over the globe to create equality between genders and bring an end to the Pink Tax.