Pink Tax forces women to pay more for products - WFSB 3 Connecticut

Pink Tax forces women to pay more for products

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Pink Tax forces women to pay more for products (WFSB) Pink Tax forces women to pay more for products (WFSB)
HARTFORD, CT (WFSB) -

Women are shelling out thousands of dollars more on products that are marketed to women, over the same things that are geared toward men.

Women may want to start looking in the men’s section if they want to save some extra money.

Experts estimate women pay $1,400 more each year on products that are marketed toward them, and over $100,000 in a lifetime.

It is called the 'Pink Tax.'

For example, Dove brand deodorants that both have the “48 hour” formula, with the same ingredients, have very different prices for the men and women’s product.

The women’s deodorant costs $1.80 more, and the men’s version even has slightly more.

A spokesperson for Dove said “retailers set the prices at which they sell our products. We do provide suggested retail prices.”

The products inquired about were in different product lines with different technologies, which have varying suggested retail prices.

“It’s not fair, obviously,” said Molly Stuck of Bloomfield.

Another example is shaving creams sold at Target. The ingredients are the same, the size of the cans are the same, but there is a $0.33 difference in cost.

It might seem like small differences, but it adds up.

Experts said the cost to market products toward women is higher, and that increased cost is reflected on the price tag.

“Companies have to spend a larger percentage of money to marketing to women because there is so much more competition when it comes to competing for their attention,” said Kyle Reyes, of The Silent Partner Marketing.

That is because men and women are very different shoppers, where men are more likely to be loyal to a particular brand, and stick with whatever works for them.

“Manufacturers will have to offer larger varieties for women's products, because women's tastes change,” said Jane Gu, a professor of marketing at the University of Connecticut.

Women are more likely to try new products, and since women spend more time looking at products in stores, in magazines, and online, there are more opportunities for marketers to pitch their products.

“Keeping products at eye level or on end caps at stores, there's an increased cost to that,” Reyes said. “A lot of these companies will increase the cost of those products.”

There are only three places in the country that outlaw gender pricing—California, New York City, and Florida’s Miami-Dade County.

“I'm a single mom, so I do the shopping in my house...so maybe that's true in a lot of other houses, the women do the shopping, they buy for themselves, and they get a lot more money by marketing more to women,” Stuck said.

Pink Tax isn’t just on toiletries. Old Navy sells some of their women’s plus-size clothing at higher price than the smaller sizes.

However, the men’s clothing in the larger sizes is the same across the board.

Women probably don’t realize they are paying a premium, since the products are separated in stores, making it tough to compare.

The Pink Tax doesn’t end there. The cost of cleaning a men’s shirt at the dry cleaner is different from a woman’s shirt.

Also, it appears the extra-strength Excedrin cost is the same formula as the Excedrin for menstrual cramps, but the only difference is the price.

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