Facial moisturizers marketed to women are more than $3 more per ounce, despite similar ingredients
FRIDAY, May 24, 2019 (HealthDay News) — Facial moisturizers marketed to women are significantly more expensive than comparable moisturizers marketed to men, according to a study recently published in the Journal of Cosmetic Dermatology.
Athena J. Manatis-Lornell, from Massachusetts General Hospital in Boston, and colleagues evaluated gender-related price discrepancies of facial moisturizers that are routinely recommended by dermatologists. An online search of three retailers (Amazon, Target, and Walmart) was used to categorize 110 facial moisturizers as men’s, women’s, or gender-neutral based on specific marketing variables.
The researchers found that of the 54 facial moisturizers evaluated for men, the vast majority (87 percent) used the word “men” in the marketing language, while only three of 56 (5.4 percent) of facial moisturizers targeting women were explicitly labeled “for women.” No significant differences were noted between the groups regarding the number of facial moisturizers listed as fragrance-free, sun protection factor-containing, or antiaging or those labeled as sensitive, hypoallergenic, or dermatologist-recommended. Facial moisturizers marketed to women were on average $3.09 more expensive per ounce than those marketed to men.
“Despite some recent government-led efforts to restrict gender-based pricing differences in the retail market, our study shows that discriminatory pricing persists and remains a real issue when it comes to dermatologic products,” a coauthor said in a statement.
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