The rate that makes products available for women

Similar articles can cost more in the versions facing the female public. Studies show that the practice of the pink rate so called is present in different countries, including Brazil. Some products are often more expensive if expected exclusively for the female public. This phenomenon, which raises the values ​​of the elements depending on the recipient, known as the pink rate occurs in different countries including in Brazil.

The pink rate is commonly observed in products for the care of hygiene and person, clothing, medicines and products aimed at children. The concept was addressed for the first time in the United States in the 90s, after a survey that underlined the discrepancy of prices in services such as haircut, laundry and clothing repair.

“The literal translation of the term would be set pink. Of course, the ICMs will be paid proportionally, but I find more appropriate to speak costs or pink price,” says Ana Luiza de Holanda Barbosa, researcher at the Institute of Applied Economic Research) and a member of the group of Studies of Economics Family and Gender (Gefam).

According to the economist, gender inequality in the labor market is already widely discussed by researchers, but it is said little about consumption. “The woman is also penalized in consumption. These are structural and cultural issues that start from childhood. The brush from spider-man’s teeth that costs $ 10 and $ 14 frozen”.

All over the world

The pink cost acquired greater global attention when the Consumer Department of New York City published a study in 2015, comparing about 800 products in different categories. On average, female products cost 7% more than male equivalent, being the personal care industry that holds the greatest difference.

Germany also conducted research on genre and price, identifying that 59% of services and 3.7% of the products analyzed were more expensive for women, although they were practically identical.

In Brazil, a 2020 FGV survey analyzed 138 items in retail sales networks. The study identified that 28% of the products had higher values ​​in the versions for the female public. Adult clothing category ghirts showed the biggest difference, costing 54% more in women’s versions.

“So women work more – because many do more domestic work and unpaid care – they earn less and pay more for the same products”, concludes Barbosa.

What does the law say

Although there is no law that will close the practice, it could be enclosed by the consumer protection code (CDC). “The code was created with principles open precisely to train on different scenarios,” says lawyer Amanda Cascaes, coordinator of the consumer relations of the Brazilian Institute of Competition, Consumment and International Trade Studies (Ibrac).

In this sense, Cascaes underlines that the pink frequency could be understood as an offensive practice. “The consumer can be considered hypervulnerable in the consumers’ market. We can also understand that the differentiation of prices, without a more expensive input process or production, is to ask the consumer for an excessive advantage. Or it could even configure the increase in prices without cause methods or unjust by the supplier,” he explains.

However, there are no examples and judicial cases in the area: “It has no jurisprudence. We do not find individual or collective actions that discuss this”.

In 2023, the National Consumer Secretariat (Senacon), connected to the Ministry of Justice and Public Security, issued a technical note that establishes guidelines to guide actions and any policies to protect consumer law. The note provides for the promotion of gender equality and prohibits the application of differentiated prices without clear and objective justification.

“The note has an awareness -raising agenda and proposes vulnerability as a reference for the application and interpretation of the consumer code. But it is a soft law, it has no legal weight,” says Cascaes.

Currently, there are two invoices on the subject, one in the state of Rio de Janeiro, and an invoice to change the CDC with the inclusion of a specific article on the subject. “I welcome national legislation. It would bring more legal certainty. We currently depend on the judicial adaptation as a violent practice,” says the lawyer.

Willing to pay more?

For experts, the pink rate is a market behavior that reveals cultural aspects on the role of women throughout history. The woman was historically more associated with the consumption of objects intended as superfluous.

“In the industrial revolution, there has been this stimulation of prop, elements of clothing, fabrics. For men, being enough in order, women must produce more. Furthermore, the problems that involve only women, such as swabs, for example, are not considered essential”, says Barbosa.

The woman was also, for a long time, the only person in charge of the purchases of the house. With the modernization of families, the man has also assumed this role and has become a new retail consumer. “After the 1929 crisis in the United States, some retail companies started selling products for cheaper men to heat the market,” adds the economist.

For Barbosa, it is also interesting to analyze the wider pink costs: not limited to equal products, but applied to the pressure of consumers who affect women. “The curve of the question shows that the woman is willing to pay, for example, for a superior quality shampoo. This is why it has a preference to have impeccable hair or why must they have it?”

The role of advertising

Advertising also strengthens gender stereotypes that associate fragility women, adoration of beauty, delicacy, sensitivity and care. And try presenting this on packaging, product name, typography. “Products such as Soap, for example, are almost goods, but the differentiation comes when the value of the brand is created,” says Leticia Les, doctor in communication and founder of the strategic shareholding advice Chiccas.

“The stereotypes are mentioned and reiterated continuously so that the consumer thinks less when he sees the product in the gondola. It is for you to see the pink color, the cursive typography – which are ways to understand the theme of femininity – and to think that this is for me. This will have a softer smell, even if there is no functional difference”, says Milana for the search for research. “These products promise belonging, strengthening femininity.”

Male personal hygiene products also bet on the strengthening of masculinity. “If I do not buy the right for myself, I am checking my kind. If I am a man I can’t buy the moistened scarf who has a flower,” adds the publicist.

Source: Terra

Rose

Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.