DOES PRICE HAVE GENDER?

The gender marketing

Synopsis

Pink for girls and blue for boys. These color codes have always defined consumers by sex. However, a recent study has revealed that not only do manufacturers differentiate products by their customers’ gender, but they also charge different prices.

The media are taken by storm, social networks are buzzing, and already several products are singled out: razors, toys, cosmetics, dry-cleaning... Suddenly, the expression "pink tax" is everywhere.

This film investigates the strategies of "gender marketing".