DOES PRICE HAVE GENDER?
The gender marketing
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 manufacturers differentiate products by their customers’ gender but also charge different prices.
The medias 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".