Women often find themselves paying more for “pink.”
Despite the Philippines ranking 25th among 146 countries in the World Economic Forum’s 2024 Global Gender Gap Report—and placing third in East Asia and the Pacific for gender equality—Filipina consumers are still subjected to the marketing phenomenon known as the “pink tax.”
The pink tax refers to the higher prices for products targeted at women, even when they are similar or even identical to those marketed toward men. While others may call it a gender price disparity, most believe it to be a form of discrimination.
The tough stuff about women’s fluff
When talking about societal inequality, much attention is steered toward the gender pay gap. However, an unassuming offender lurks in the form of inflated costs in women’s everyday purchases.
Ten years ago, a study on gender-based price discrimination in New York City found that women’s products cost an average of seven percent more than similar or identical products for men. The price difference was consistent across many product categories: toys and accessories, clothing for both children and adults, personal care products, and senior and home health care.
A 2023 experiment by Banco de España found that women were quoted two percent higher in auto repair shops. Moreover, a US Congress report uncovered that laundries typically charge more for washing women’s button-down shirts, even when the material and structure are alike to men’s.
Leveraging the color pink
The product category that commonly falls prey to the pink tax is women’s personal care, especially with the added burden of the “tampon tax”—a term that refers to the classification of menstrual products as luxury goods instead of necessities, preventing them from being exempted from surcharges. This causes the average woman to spend an estimated amount of USD 1,773 or approximately P101,970 on them throughout their lifetime.
A cursory review and comparison of other personal care products indeed show higher prices for women’s products. One brand prices its six-piece package of twin blade razors “for women” P10 higher than its “for men” counterpart.
Meanwhile, another brand’s unscented roll-on women’s deodorant costs P14 more than their men’s version. Though both lines vary in prices, it remains that their women’s products cost more than the ones marketed for men.
This can also be seen in one over-the-counter antispasmodic medication, a muscle spasm suppressor. Comparing two lines of the four film-coated tablets with the same active ingredients and dosage, the product marketed for relieving menstrual cramps is priced higher than the one for general stomach pain.
The price difference is also seen in basic services. Fave Victorino (III, AB-ISE) cites the costs of haircuts as an example. “My dad and I got one on the same day, and his cost [was] around P400 to P500, while mine was P2,100—and that was just for a basic trim,” she shares.
The rationalization of pink
The reasons behind the phenomenon remain complex and often debated. The LaSallian reached out to local personal care product companies for explanations, but none have responded as of press time.
Joey Espiritu (II, BS-IE) posits that it might be due to ingredients being curated more toward women, making pricing justifiable in certain cases. Similarly, some manufacturers add minor ingredients, such as shea butter or aloe vera, under the perception that women might be willing to pay more for them. However, for non-ingredient-based products like razors, Espiritu believes that there is no valid reason for the price gap besides branding.
A US Congress report on the pink tax drew several hypotheses about its causes. One of them is product differentiation, wherein sellers distinguish a product or service from others and make it more attractive to a particular target market. A common tactic linked to this practice is known as “shrink it and pink it,” where products are downsized and made more appealing to female consumers by intentionally tweaking their aesthetics, further contributing to price disparities.
Espiritu also notes that personal care products seem exclusively marketed to women, leading them to buy women’s versions despite the chance of being more expensive. He even pointed out that when he thinks of conditioners, “the first thing I think about is that it is for women.”
Indeed, the personal care industries heavily target women as primary consumers, leveraging “pink marketing,” or women-targeted marketing, to align products with traditional gender roles. Femininity is a market driver: products like skincare and haircare are tied to societal expectations of women’s appearance, and cultural norms influence purchasing decisions, as pointed out by a 2022 study from the University of Santo Tomas.
Fading the pink tax
Over the years, the issue of the pink tax has gradually been brought to light. A study by the School of Arts and Sciences at Isabela State University-Cauayan City has found that Filipinos who are aware of pink marketing often feel disadvantaged, viewing the pink tax as a reflection of inequality and discrimination.
On the other hand, the aforementioned 2022 study suggests that some continue to overlook or have a lack of understanding of how pink tax influences their purchasing decisions. Espiritu admits, “I don’t think much about it, but I do see a difference in prices.”
Some have adapted by adjusting their buying habits. Victorino, for example, opts for gender-neutral products or even men’s items to avoid the pink tax. She chooses men’s disposable razors over female-marketed ones due to their similar quality and lower costs.
Although tariffs and inflation play a role in general pricing, the Philippine government has yet to further explore the deeper factors behind gender-based pricing and its implications on women consumers. The issue can be addressed by crafting new policies or revising existing ones, guided by the expanding research.
Still, the deeper issue of the pink tax is that some women simply cannot afford it, especially when they affect basic services. While it is crucial for women consumers to stay informed and make thoughtful decisions, the problem requires more attention and urgency from policymakers and businesses.
In the end, pink is merely a color, not an added price to pay.
This article was published in The LaSallian‘s March 2025 issue. To read more, visit bit.ly/TLSMarch2025.
