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... All of a sudden the expression "pink tax" is everywhere.
Is there a conscious decision to make women pay more? Is this another example of gender discrimination? This film investigates the strategies of "gender marketing".