Despite the advances that have occurred in recent years, products specially designed for women or that have women as a preferential target continue to have higher prices.
The so-called “pink tax” (pinktax) It is the difference that women pay compared to men for the same item.
The concept saw the light of day in the US in the 1990s.
An investigation published in Argentina by the consulting firm Focus Marketon the occasion of International Women’s Day this March 8, reveals the price differences of the same 14 items between the male and female versions.
According to the study, this price gap is 12 percent in 2022, one percentage point more than in 2021.
“pink tax”
Focus Market reveals 14 items that are sold in 515 points of sale. It measures the same products since 2018.
To cite a few examples, a blue/light blue Gillette brand razor is sold in Argentina for 71 Argentine pesos (65 cents). In contrast, one in pink and with packaging aimed at women, is sold at 79 pesos, 11 percent more.
In children’s perfumes there is also an important gap. The colonies for girls cost 522 Argentine pesos and those for boys, 485 pesos (7 percent cheaper).
The difference is 20 percent in some perfumes where fewer milliliters are sold for the same price between the male and female versions, says the research.
According to the study, the “pink tax” is maintained on at least 14 products in Argentina, although there is progress because there is less preference for buying differential products.
Damián Di Pace, director of Focus Market, said that “the market is resolving the difference gradually and quite slowly, but it is seen that progress is being made towards a more balanced scenario in the phenomenon, at least in the local market.”
The study says that women in Argentina pay this average price difference of 12 percent in the last 5 years, in relation to similar products and with the same functionalities aimed at men.
Read more:
What is the pink tax and what is its relationship with marketing?
Pink tax: necessity or hypocrisy?
Brands celebrating International Women’s Day