We've all experienced it at some point in a store—browsing online for a new deodorant or razor when suddenly we're met with a stark choice: the sleek black "FOR MEN" product at standard pricing, or the identical product in pink packaging marked up by 30%. This phenomenon, commonly known as the "pink tax," is just the tip of the iceberg when it comes to how gendered product design and marketing reinforce stereotypes and shape our perception of gender itself.

Beginning in the post-World War II economic boom of the 1950s, companies discovered that by creating separate versions of a product catered toward either men or women, they could effectively double their potential market. This era led to the proliferation of products like gendered deodorants, razors, and even pens, with packaging and marketing that reinforced traditional gender roles. As time passed, consumers of all backgrounds are beginning to feel the negative effects of this trend and realize why it can be problematic.

Advertising campaign for Bic’s “Cristal for Her” pens. [Credit]

For example, Bic released a new line of pens called “Cristal for Her” in 2011, featuring pink and purple bejeweled pens supposedly designed to “fit in a woman’s hand.” The pens themselves offered the same functionality as a regular pen, differing only in packaging and appearance. Soon after its debut, sarcastic reviews and ridicule flooded sites like Amazon—here are some of my favorites!

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⭐⭐⭐⭐ Only missing the paper

Well at last pens for us ladies to use… now all we need is “for her” paper and I can finally learn to write!

— PGC

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⭐⭐⭐ Perhaps…

I’d really like to buy a pack of these pens; but I probably need my father’s or husband’s permission first. Like I do with all my financial decisions.

— Kelly A. M.

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⭐ Missing the batteries

I can’t find the switch to turn it on, and it didn’t come with the batteries. This is not the “for her” product I was expecting at all.

— M.

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This isn’t a one-way street, either. Many products that should be unisex are often “masculinized” to make it more marketable to men. Some examples include Dude Wipes, Powerful Yogurt (aka Brogurt), and Brogamats (yogamats for men). To a certain degree, I can see why one might argue that there’s a market need for these products—I’m sure there are people out there who would want yogurt with more protein, or bigger yoga mats to comfortably do yoga. But the question is… why does it need to be a man to want them? 🤔

Left: Powerful Yogurt, Right: Brogamat. [NPR, doyou]

Just like how pens can be designed to be slim and light for smaller hands that do not necessarily belong to a woman, we can promote bigger yogamats and stronger wet-wipes without explicitly marketing it as a “for her” or “for him” item. Over feminizing or masculinizing a product can actually be limiting the amount of people it reaches since it can turn away potential consumers with its strong messaging, regardless of gender.