The most recent issue of Consumer Reports laments the continuing trend of gender price discrimination, with a comparison of several common drugstore items.
Barbasol Shaving Cream
Soothing Aloe for men – $1.69 for 11 ounces.
Pure Silk for women – $2.49 for 9 ounces.
According to the company, women are paying more for fragrance, a taller, thinner can, and an aluminum bottom that won’t rust in the shower – all for a hefty difference of 11 cents per ounce.
Excedrin Pain Reliever
Extra Strength – $5.99 for 20 pills.
Menstrual Complete – $6.49 for 20 pills.
Each contains the exact same ingredients.
Schick Quattro Razor Blades
Quattro 4-pack – $10.49
Quattro 4-pack for women – $10.99
According to the magazine (and Schick agrees!) the blades are virtually identical (except, perhaps, in terms of color).
Allan Gorman, owner of the BrandSpa agency, says it best:
You’re paying for the perceived value of the package. Can you really tell the difference? Most of us can’t.”
Today’s economy is forcing more and more women to seek out the highest value at the lowest price. Because of articles like this, an increasing number of women are becoming more aware of the fact that gender discrimination continues – in this case, through the pocketbook.
I recently changed dry cleaners when I found one that charges the same price per piece, no matter whether the suit belongs to my husband or me.
I have decided to find a new hair stylist, because she’s been charging my husband 25 percent less for a hair trim, even though his cut takes at least 20 minutes longer than mine.
What kind of prices are you charging?
Do you provide a similar service for each gender, but have different pricing structures?
You may have what you believe to be sound reasons for charging women more. But if you can’t find a new business methodology for spreading the costs across both genders, you have only yourself to blame for an eroding female customer base.