ARE YOU PAYING PINK TAX?

We look at how women are still paying more for everyday items

Since moving in with my partner, I’ve become starkly aware of the differences in the prices of the products that we buy. When we do our weekly shop together and he reaches for razor heads, I can’t help but think, ‘Why am I paying more for mine?’ We’re not just talking about the non-negotiable feminine products I buy each month either; everything from perfume to clothing, there is still so much that is more expensive.

The Pink Tax, as this phenomenon is known, has been around for years and manufacturers tend to justify it by saying female products have more expensive formulas, fancier packaging and more complex fragrances than men’s. But can this always be the case? Conversations around gender and how people choose to identify are now happening everywhere and, as traditional gender roles are being re-evaluated, so too is the existence of such an unfair and hidden tax. Products that have been typically gendered in the past are becoming unisex, with brands such as Gender Free World selling genderless clothing and Rihanna’s beauty brand, Fenty Beauty, adopting a more gender-neutral approach.

So why does it matter so much? Charging more for women’s products gives women less buying power. The knock-on effect is that we have less to save for the future, which, added to the fact women earn less over their lifetimes, were more affected financially by the pandemic and have less in their pension pots, culminates in further economic inequality.

COMPARING COSTS

We looked at randomly selected products*, comparing the prices of items that are targeted at women to those for men. While some formulas – such as skincare – can make it hard to compare like for like, we’ve focused on products that are as near to identical as possible.

THE PINK TAX

‘CHARGING WOMEN MORE GIVES THEM LESS BUYING POWER’

Our findings show that some products across a range of categories, from clothing to personal care, are still 32% more expensive for women, with the total price difference being £110.32. Usually the difference in price was obvious, but some products, such as razors, are sold in smaller multi-packs that give less value for money than the equivalent product for men. Whatever the product, it’s important to remember that prices in store are set by the retailer, so it’s worth shopping around and if, as a consumer, you feel the men’s nearest equivalent product offers what you need at better value, then vote with your wallet. Otherwise, assuming you buy all the products we looked at once a year for the rest of your life, you’ll be spending £6,729.52** more than men on these over a lifetime.

BEAT THE SYSTEM

While products aimed at women aren’t necessarily pink any more, advertisers are still using purpose-driven marketing to appeal to us and charging us more for them. ‘Women tend to be broad-based in values, putting social justice and equality high on the agenda,’ explains Kelly Hearn, psychotherapist and co-founder of Examined Life. ‘Marketers know this and advertise accordingly, making women feel strong and empowered by associating those feelings with whatever product they want them to buy. Before you buy anything, enforce a “pause before purchase” moment,’ says Kelly. ‘Take a moment to ask yourself a few questions: Why am I buying this? Is it out of emotional need or something that will bring me genuine value?’

Also, rather than automatically reaching for products targeted at you, consider all the options available. Nowadays, I opt for the same type and brand of razor that my partner does and we bulk-buy razor heads together. If it’s a perfume, and you prefer the scent that’s ‘for men’, then buy that. Look for cheaper skincare by identifying the ingredients your skin needs (such as vitamin C) and searching for serums and creams that include it, even if they are aimed at men.

At hairdressers, having different costs for similar men and women’s services is slowly changing. While some national chains, such as Headmasters and Rush, still quote prices according to gender, not all do. ‘Historically, hairdressing was a highly segregated market with “ladies salons” and barber shops offering very different services,’ explains Sarah Brass, director at Taylor Taylor London. ‘As men became more comfortable using cosmetic products and experimenting with different hair styles, those boundaries began to break down rapidly,’ she says.

So when the time comes for a haircut, it’s worth trying to negotiate with your hairdresser if you have shorter hair or want a simpler service. ‘It’s all about the finish,’ says Sarah. ‘A short, technical cut can take just as long to create as a longer, layered style, but where the difference will be most noticeable is in the finishing time. That’s why at Taylor Taylor we charge for the actual service in the salon, rather than differentiating our prices by gender.’

Most importantly, call out companies when you see blatantly gendered products. You can do this by emailing them or taking to social media to make your feelings known. From plastic-free packaging to vegan food, we’ve seen the effect consumer pressure can have. Manufacturers and retailers will only change if they think there’s an appetite for it, so make your voice heard and complain about the Pink Tax wherever you see it.