Women's products cost more. Here's how to avoid the "pink tax."

Women pay a hidden tax on almost everything. It may not be a real tax levied by the government, but it has a real impact on women's pocketbooks. It's known as the "pink tax," and it refers to the maddening fact that companies charge more for the "women's" version of a wide variety of products — from deodorant to dry cleaning to adult diapers — than similar products marketed to men.

One study by the New York Department of Consumer Affairs found that personal care products marketed to women cost an average of 13 percent more than equivalent men's products. It found similar "gender pricing" markups of 8 percent on adult clothing, 4 percent on children's clothing, 7 percent on toys and accessories, and 8 percent on home health care products and products for seniors.

This was true even in cases, like with deodorant or razors, where companies seem to be selling products that are identical aside from the pink packaging on the women's version.

Other studies have found similar results, and one estimated that differences like these can cost women nearly $1,400 a year.

The pink tax is the product of complex social and economic forces, so we won't be able to abolish it overnight. But just being aware of the pink tax can help women be savvy consumers and avoid being overcharged.

Why is this happening?

Some of the markups make some sense. Women's clothing is often more intricate, which could make it more expensive to produce and to dry-clean.

But some of the markups make no sense at all, like the examples below taken from the study in New York City. Why on earth would a pink scooter cost twice as much as a red one? Are men's and women's adult diapers really so different that men should be able to get 25 percent more of them for the same price?

Matt Moore / Vox

It's not entirely clear why some of these products cost more. It's possible that marketers spend more researching how to appeal to women because they think women are more "brand loyal" than men and do most of the shopping.

There's also an argument to be made that people might want to pay more for gendered products, because it makes them feel good. "That whole 'it's made for a woman' thing makes it feel more special because it's made for me," Emily Spensieri, president of Female Engineered Marketing, told Vox in a 2014 interview.

The problem with this is that most women don't actually know their products are more expensive.

"I think that if the consumer is willing to pay more for a certain color, then it's in manufacturers' and marketers' best interest to charge more," said Christine Whelan, a professor of consumer science at the University of Wisconsin Madison and director of the university's MORE (Money, Relationships, and Equality) program. "But I do mind that people don't know about this."

Maybe some women want to pay more for a pink razor or shampoo bottle "because it makes you happy to look at it in the shower," Whelan said. And there really is nothing wrong with that, she said. But women should know that they're paying more.

How to fight back against the pink tax

The pink tax is so ubiquitous that it can be hard to completely avoid. But here are some tips for reducing its impact:

Buy products that are targeted at men, or that are gender-neutral: This may be easier in theory than in practice depending on how much you love flowery-smelling deodorants or pleasantly curved pink razors — and depending on how much math you actually have the time and energy to do when you're stopping at CVS after work. You can't always just directly compare prices, since men's and women's products often come in different sizes. So you have to figure out the cost per ounce if it's not already listed.

Whelan says she buys men's razors and wholeheartedly recommends it. "One-use" disposables in particular give women a bigger bang for their buck than men, she said. A one-use razor intended for delicate facial skin is really more like a five-use razor on thicker leg skin.

If you don't want to "smell like a guy," there are plenty of unscented men's or gender-neutral bath products out there.

FOR THE COMMANDING MAN!

And even some scented men's products might be appealing to women. My boyfriend, for instance, recently tried the "Bear Glove" variety of Old Spice — and complained that it smelled downright "daisy fresh" despite its hilariously overmasculine packaging. Indeed, I found the smell pretty similar to some women's deodorants I've bought.

But it turns out that Bear Glove is actually more expensive, even per ounce, than the deodorant I happen to use. The "pink tax" applies to similar products — say, Degree for men versus Degree for women — but sometimes brand or variety matters more when it comes to cost.

Buy clothes that don't require dry-cleaning: Even in places like California or Washington, DC, that have outlawed gender discrimination in businesses such as dry cleaners or hair salons, you'll still pay more to get a fancy ruffled shirt cleaned or get your longer hair cut.

Try buying no-iron blouses or clothing that can either be machine-washed or hand-washed and line-dried.

As for buying clothing that costs less in the first place ... well, good luck with that. Especially if you're plus-size. Some stores are just going to charge more for women's fashions than men's, and there isn't much you can do about that other than complain when you see it happen.

Speaking of which...

Complain, both in public and in private: If you notice a particular manufacturer or retailer trying to foist nonsense gender pricing on unsuspecting customers, say something! Call the manager or the corporate office. Shame the business on social media. Call your local consumer protection agency. Tell your friends.

It might be more difficult in practice to ban gender pricing in products than it is for services, Whelan said, because there are so many different factors involved — including packaging and marketing differences — that are legitimate reasons for companies to charge more. But if consumers stop buying certain products, companies may adjust.

"The more people we can get to say, 'No, I'm not going to pay extra for these products,' then the companies won't make them — or they won't charge extra," Whelan said. "This is about supply and demand."

Buy gender-neutral toys for your daughter: This might be tricky if she really has her heart set on the pink thing. But it can be a teachable moment to talk about your values.

"If I take my daughter to buy a bike helmet and the pink helmet with unicorns is $5 more, I'm going to talk to her about how our family values are to buy the black helmet, and we can decorate it ourselves with glitter and stickers," Whelan said.

It might mean a tantrum or two, but it might also mean that in the long run you'll be buying your daughter better, more engaging toys in addition to saving money. Whelan says she avoids buying the pink Duplos (Legos for toddlers) for her daughters because the gender-neutral ones are just more interesting, and picks the "boy" Happy Meals at McDonald's for the same reason. And some gendered toys can send an early signal to girls that they're not welcome in science and engineering fields.

Buy reusable menstrual products: One of the more insidious parts of the "pink tax" is that women have to buy certain products that men simply don't — like sanitary products for periods.

You can't exactly blame manufacturers or retailers for this inequality, but that doesn't mean some people aren't trying to level the playing field. There's a movement out there to ban sales taxes on tampons because they discriminate against women, and even a push to make menstrual products free for women.

But unless and until that actually happens, you can save a lot of money using something reusable like the Diva Cup, sea sponge tampons, reusable pads, or Thinx period panties. These products are also more sustainable than disposable ones, and may even be better for your body.

Stop wearing makeup: LOL, who am I kidding. If you're someone who feels comfortable doing this, you probably already do. If you're not, you don't, and you won't. That's totally fine, but it's just another way that gender norms are more expensive for women than they are for men.

"There is a sexist double standard that hits you coming and going," Whelan said. "Not only are women's clothes more expensive, not only do men not wear makeup and women do, but there is a social penalty if you, as a woman, don't wear makeup or wear men's clothes."

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