Business Standard

How brands use the 'for women' gimmick to sell products at a premium

While brand experts count on aspirational value, the undue premium on personal care remains discriminatory

Nykaa, beauty care products

Anushka Bhardwaj New Delhi
When was the last time you purchased a face wash, moisturiser, skincare product, or razor that was marked "for women" or had packaging that was purposefully made to appeal to female customers? Premium brands are widely available on supermarket shelves and e-commerce sites, targeting especially women with products that are frequently surcharged and sold at inflated prices -- in other words, “for women” products come with a pink tax. 
Pink tax is not a tax in the traditional sense. Consumer products marketed to women are sometimes more expensive than comparable products marketed to men, according to the World Economic

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First Published: Mar 18 2023 | 3:00 PM IST

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