Recently, we shared data stories about the assortment of facial skin care moisturizer and cleanser brands on the market. Today, let’s look at how some of these brands price their products, focusing on men’s skin care and gendered pricing in particular. The men’s skin care market is interesting. Men are spending more on taking care of themselves, so there is plenty of opportunity for brands to target them with products meant specifically for their use.
Fun fact: More than 60% of men’s skin care products are facial care products. Talk about vanity!
We compared the per ounce pricing of some brands that are targeted at men only and some that are targeted at both men and women. We also wanted to determine whether men or women are charged differently for the same products (Blue Tax and Pink Tax respectively).
The top five brands imposing a Pink Tax are The Organic Pharmacy (302%), Garnier (162%), Vaseline (122%), Lavera (118%), and Clarins (89%). What’s with the premium, Organic Pharmacy! Even drugstore brands like Dove and Nivea charge a lot more for women’s products than they do for men’s products. Neutrogena is the only brand that imposes a high Blue Tax at 43%. The numbers speak for themselves. Women pay more for moisturizers than men do. Why? Do we use more or have inherently dry skin that inspires a premium? I really doubt that.
Compared to moisturizers, cleansers have a lower average price per ounce. However, brands still impose gendered pricing as we can see above. Dove again is right up there charging a 93% Pink Tax. No other brands slaps as high a Blue Tax as Pond’s at 101%. Why is the pricing not as “clean” as we would expect? Unfortunately, it’s hard to answer that based on the signals we have right now.
Did you want more such insights? Check out our Facial Skin Care Report now!
Note: We placed the threshold for gendered pricing at 20%. Since retailers and marketplaces comprise most of the stores in our analysis, we cannot determine whether the brand itself imposed gendered pricing.
Also published on Medium.