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 revealed that manufacturers not only differentiate products by customers' gender, but also charge different prices.

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

This film investigates the strategies of "gender marketing".