Gender-specific differences in the design and price of cosmetic products are not uncommon. Product Range Dec 2015 © Beiersdorf AG

Gender-specific differences in the design and price of cosmetic products are not uncommon. Product Range Dec 2015 © Beiersdorf AG

Gender marketing – prices and packaging

Pink for women, blue for men

Women love bright colours, while masculinity is associated with shades of blue, grey and black. 8x4 neue Düfte 2014 © Beiersdorf AG

Women love bright colours, while masculinity is associated with shades of blue, grey and black. 8x4 neue Düfte 2014 © Beiersdorf AG

Considerable differences in cosmetics and bodycare products

Disposable shavers are a good example of different prices for identical items. Extra3 Beauty Sun 6+2 © Wilkinson Sword GmbH

Disposable shavers are a good example of different prices for identical items. Extra3 Beauty Sun 6+2 © Wilkinson Sword GmbH

So what about other countries…?

Ladies’ perfumes are often more expensive than men’s fragrances. A US study showed that women in New York pay over €1,150 more per year than men. © Messe Düsseldorf

Ladies’ perfumes are often more expensive than men’s fragrances. A US study showed that women in New York pay over €1,150 more per year than men. © Messe Düsseldorf

Bodycare for men or women? The colour shows the target group of a product. © Messe Düsseldorf

Bodycare for men or women? The colour shows the target group of a product. © Messe Düsseldorf

But it can be done differently: Nestlé

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