Busted! The Surcharge for “Women’s” Product Versions
Nothing like an article in Psychology Today to put something into perspective. Some brands charge more for products they can pitch as “for women.” As consumers, women have always sensed this to be the case, but the article’s author, William Poundstone, lays it all out for us – almost like a Jon Stewart monologue covering the history of a politician’s flip-flopping – with easy to understand pictures and price comparisons!
It can’t be denied: some brands think they can get away with an extra surcharge simply because they say a product is for women.
Of course, in likely a very few instances, there may be a serious difference in the ingredients, or elements of design, that lead to higher costs in getting the product made. That is fine. However, take note of the common grocery style aisle examples Poundstone shares:
- Barbasol’s classic shaving cream (boring barbershop art style can) runs $1.69, and that same brand’s “pure silk moisturizing shave cream” (lovely green pastel) goes for $2.49.
- Excedrin Menstrual Complete (pink package) has the same active ingredients, in the same amounts, as the regular Excedrin (forest green package). But 20 gel caps of Menstrual Complete runs $6.49, v. $5.99 for 20 gels of the regular pain reliever.
Here’s the thing, marketers. This may have worked in the past, but “women’s” product surcharges will not be taken lightly by today’s much more scrutinizing consumer (and a lot of these people are writing blogs and talking trash about your sleights of hand on Facebook and Twitter, of course). Now that there are a few socially responsible companies out there pressuring more traditional brands to be as transparent with what they do, how they do it and what goes into it – we’ve got a whole new level of buyer expectation on our hands! A woman’s new diligence in confirming a brand’s green claims will surely rub off and help her spot, and be mad about, pink wash as well. The more people (no gender about it) look at labels, for whatever initial reason, the more they will also critically consider all their purchases.
Yikes. What’s a brand to do if they want to reach women? Don’t make stuff up, don’t inflate prices, tell them the truth, and let them come to their own conclusion that buying your slightly pricier product is worth it to them. Don’t fake them out with a “women’s” version of a product that already exists. Given the choice, in many cases, many a woman would gladly forgo that pretty packaging (and now more than ever). Hmmm.. there may be some great brand trust-building opportunity in there somewhere…
As Poundstone notes in his Psychology Today blog post, women may tend to be a bit less price sensitive (in some categories). But, in today’s economy, and with all buying eyes so much more focused on “washes” of any color – there is actually a LOT to lose by charging extra for nothing.
