Today, marketing for hygiene products, pens, water bottles and even cookies are gendered. The pink “for women” labeling on boxes is frequent, ridiculous and often comes with a higher price. Layering additional costs simply because of the color of the packaging is an insubstantial way to market.
Unfortunately, this phenomenon occurs too often. Walk through any store’s hygiene section: the examples of this are insurmountable, ranging from vitamins to toothbrushes and beyond.
A 10-pack of “men’s razors” is $9.00 while a two-pack of “women’s razors” is $7.00. That’s quite the price, quantity and quality discrepancy. Especially for an item that’s going to do the same thing at the end of the day – shave your body hair.
Shampoo for men is also a commonly gendered item, with scents like “Mechanic Muscles” or “Bourbon Barstool.” Buying products obviously marketed toward a consumer worried about smelling like garages round the clock is almost like buying Disney or character-themed shampoo as a kid.
It’s immature and pointless to separate these products based on the consumer’s gender. This phenomenon only further pushes the patriarchal norms in society onto people for no good reason. When comparing Bath & BodyWorks products and their ingredients, the only differences were the color and the scent of the “men’s” and “women’s” hygiene items.
If you’re so insecure in your masculinity that you have to buy “Broiler Bubble”-scented shampoo, you’re fueling the market and its unhealthy standards. At the end of the day, everyone needs to take care of themselves and stay clean.
Whatever makes you feel most comfortable in your skin when you’re washing your body is what you should do. There are no rules on what products you can or can’t use to wash your hair or face. No matter what it says on the bottle, it’s still going to have the same function.
Pens and office supplies that are gendered when marketed to customers are hilariously described as “gentler” when directed towards women or “more durable” when directed towards men. The utensil writes on paper, it’s straightforward. Why market to women specifically when your sales will do just fine during the back to school season?
However, it’s important to mention the success rates of gendered marketing. Often, marketing towards men is more effective because it plays on insecurities. On the other side, more feminine marketing is generally frowned upon, and seen as a way to separate and belittle women, constantly comparing them to the patriarchy they live under.
To look at gendered marketing is to look deeper at the roots of our society and how we cater things towards men (primarily Caucasian cis-males). Something as simple as shampoo can be proof of how everyday systems revolve around their needs and wants.
Purchase whatever frilly soap you want because as long as you shower, you can’t stink as a person, right?