GENDERED MARKETING | The Checkout

Summary

The video script critiques gendered marketing strategies, highlighting how companies segment products by gender to boost sales. It discusses the historical reversal of pink and blue associations, the impact of targeted advertising on children's toys like LEGO, and the absurdity of gender-specific versions of identical products, such as body glide for sports. The script also touches on the use of color, shape, and packaging to define gender branding and the potential backlash from 'gender contamination.' It concludes by encouraging consumers to question the necessity of gender-specific products and consider the potential savings from ignoring these marketing tactics.

Takeaways

• 🎨 The concept of market segmentation is used to divide consumers into smaller groups, which is believed to be beneficial for business.
• 👶 Traditional gender stereotypes have been used to market products to children, with 'frills for girls and paws for boys'.
• 🔄 Historically, pink was considered a stronger color for boys, while blue was seen as more delicate and suitable for girls.
• 🧩 Market segmentation in toys has led to the creation of gender-specific versions of the same product, such as LEGO Friends, which increased LEGO's revenue significantly.
• 💰 Companies use market segmentation not just to sell more products, but also to charge more for gender-specific versions, like 'Body Glide for Her'.
• 🛍️ Beyond color, companies use shape, texture, packaging, and branding to define the gender of a product, influencing consumer choices.
• 🚫 Gender contamination occurs when a product is so strongly associated with one gender that the opposite gender refuses to buy it.
• 🧴 Examples of gender marketing include men's skincare products with 'masculine' branding to appeal to male consumers.
• 💻 There are instances of products being specifically designed and marketed for women, such as the 'Floral Kiss' laptop and 'Pens for Her'.
• 🛍️ Unilever's Signal White toothpaste is an example of a product that was initially for the whole family but later segmented into gender-specific versions to boost sales.
• 🤔 The script encourages consumers to question whether they are buying products solely because of their gender-specific marketing and to consider the potential savings from choosing products outside their gendered range.

Q & A

What is the main theme of the script?

The main theme of the script is gendered marketing and how products are segmented and marketed differently to men and women, often leading to higher costs and reinforcing gender stereotypes.

How does the script describe the concept of market segmentation?

The script describes market segmentation as dividing consumers into smaller groups to improve business outcomes. It points out that an easy way to divide humanity is by gender.

What historical perspective on gender colors is mentioned in the script?

The script mentions that historically, pink was considered a stronger color suitable for boys, while blue, being more delicate and dainty, was seen as prettier for girls.

What example is given to illustrate how gendered marketing can increase sales?

The script cites LEGO's introduction of the LEGO Friends line, which tripled the number of girls using LEGO and increased the company's global revenue by 25%.

How does gendered marketing impact the pricing of products?

Gendered marketing often leads to higher prices for products targeted at women. For example, Body Glide for Her costs nearly 60% more per gram than the original version, despite being essentially the same product.

What is 'gender contamination' according to the script?

Gender contamination refers to a product being so strongly associated with one gender that the other gender refuses to buy it.

How did Dove adapt its branding to enter the male skincare market?

Dove adapted its branding for men by using stand-up capitals, a battleship gray background, and squared-off curves on its iconic soap bar to give it a more manly appearance.

What are some examples of products with 'stupid man names' mentioned in the script?

Examples of products with 'stupid man names' include Mancow, Ruger, Brotox, and Guyliner.

How did Unilever's Signal toothpaste line change to exploit gendered marketing?

Unilever's Signal toothpaste line initially targeted the whole family, but then introduced a glittery gold version for women and a mannish version for men to drive market growth.

What advice does the script offer to consumers regarding gendered marketing?

The script advises consumers to question whether they are buying a product just because it is marketed to their gender. It suggests checking out the other half of the range to potentially save money.

Outlines

00:00

🎨 Gendered Marketing Strategies

This paragraph discusses the concept of market segmentation, particularly focusing on gender as a means to categorize consumers and boost business. It highlights the historical shift in color associations for boys and girls and criticizes the modern practice of creating gender-specific products. The script points out that companies often use gendered marketing to sell more versions of the same product at higher prices, using examples such as LEGO Friends and Body Glide for Her. It also touches on the subtler ways companies use packaging and branding to appeal to specific genders, potentially reinforcing stereotypes.

05:01

🔄 Backfire of Gendered Marketing

The second paragraph delves into the potential backlash of gendered marketing, known as 'gender contamination,' where products become so strongly associated with one gender that the opposite gender is less likely to purchase them. It provides examples of how companies have tried to appeal to men with 'masculine' branding for products like skincare and candles, and how this strategy can sometimes be perceived as patronizing. The paragraph also mentions instances where products are marketed specifically to women, such as a computer with a floral motif and bread that claims to support breast health. It concludes by suggesting that consumers question the gender-specific labeling of products and consider whether this influences their purchasing decisions.

Keywords

💡Market Segmentation

Market segmentation is the process of dividing a broad consumer market into specific groups of people with similar needs or characteristics. In the context of the video, it is used to describe how businesses categorize products as either for males or females, based on gender stereotypes. The video points out that this practice is not only outdated but also potentially profitable for companies as it allows them to sell more versions of the same product to different demographic groups.

💡Gendered Marketing

Gendered marketing refers to the strategy of promoting products specifically to either males or females, often using colors, themes, or language that appeal to traditional gender roles. The video script criticizes this approach, showing how it can lead to unnecessary product differentiation and higher costs for consumers, as seen in the example of 'Body Glide for Her' being more expensive than the original version.

💡Custom

In the script, 'custom' is used to highlight the idea that gender roles are not inherent but are instead socially constructed and reinforced by marketing practices. The term is used to emphasize that these roles are changeable and not fixed, challenging the notion that certain colors or products are inherently for one gender over the other.

💡Gender Spectrum

The gender spectrum is the idea that gender identity is not limited to male or female but exists along a continuum that includes a range of identities. The video uses this term to critique the binary approach of gendered marketing, suggesting that it is an oversimplification that does not account for the diversity of gender identities.

💡Legos

Legos are used in the script as an example of how market segmentation can influence product design and marketing. The video contrasts the traditional gender-neutral Lego ads with the newer 'LEGO Friends' line, which is specifically targeted at girls, illustrating how market segmentation can lead to the creation of gender-specific products.

💡Product Differentiation

Product differentiation is the process of making a product distinct from others in the market, often by creating perceived differences in quality, features, or branding. The video discusses how companies use this strategy to sell more versions of the same product to different genders, such as the 'Body Glide for Her' example, where the product is differentiated based on gender to justify a higher price.

💡Gender Contamination

Gender contamination is a term used in the video to describe a situation where a product becomes so strongly associated with one gender that the opposite gender is unwilling to purchase it. The video uses this concept to highlight the potential risks of gendered marketing, where over-segmentation can alienate potential customers.

💡Unilever

Unilever is a multinational consumer goods company mentioned in the script as an example of a company that has attempted to segment its products by gender, such as with the 'Signal White Now' toothpaste. The video uses this example to show how even large corporations engage in gendered marketing and the potential financial benefits it can bring.

💡Packaging

Packaging is discussed in the video as a tool used in gendered marketing to appeal to specific genders through color, shape, and design. The script points out how certain packaging elements, such as pastel colors or floral motifs, are used to target female consumers, while darker colors and harder lines are used for male-targeted products.

💡Candies

Candies are mentioned in the script as an example of gendered marketing, where products are differentiated based on gender stereotypes. The video uses the example of 'Cody's' attempting to sell more cordial and failing, illustrating the potential pitfalls of assuming that consumers will automatically prefer products marketed to their gender.

💡Consumer Awareness

Consumer awareness is the idea of being conscious of the marketing strategies used by companies and making informed decisions as a result. The video encourages viewers to question whether they are buying products because they are marketed as being for their gender, suggesting that by being aware of these tactics, consumers can save money and challenge gender stereotypes.

Highlights

Market segmentation divides consumers into smaller groups, impacting gendered marketing.

Historical gender color roles were reversed, with pink once being for boys and blue for girls.

Gendered marketing has evolved to include a gender spectrum and personal self-identification.

Lego increased its revenue by targeting girls with the LEGO Friends line.

Market segmentation can lead to higher sales by offering different versions of the same product.

Gendered marketing extends to adult products, with different versions for men and women.

Products like Body Glide for Her are more expensive for seemingly no practical reason.

Companies use color, shape, texture, and packaging to define gender branding.

Gender contamination occurs when a product is too strongly associated with one gender, deterring the other.

It's easier to get women to buy men's products than vice versa.

Dove rebranded its men's skincare line to appear more masculine to appeal to male consumers.

Stupid man names and masculine packaging are used to encourage men to buy products.

Fujitsu launched a computer and software specifically designed for women.

Bergen bread claims to help maintain breast health for women.

Unilever launched gender-specific versions of Signal White toothpaste to increase market share.

Consumers can save money by questioning gender-specific marketing and considering alternative products.

Transcripts

the wound isn't black-and-white it's

painted and available at Australian

Geographic from the moment we're born

its frills for girls and paws for boys

it's called market segmentation the

theory goes that dividing consumers up

into smaller groups is good for business

and what easier way to divide humanity

then buy the junk between our legs

custom don't confuse sex with gender and

what easier way to divide humanity than

by the totally valid personal

self-identification as male or female

actually gender spectrum and all things

in between but we actually don't want to

get into all that we just want to know

who's really paying for gendered

marketing is it me it's me isn't it you

know always been this way

in fact it used to be the other way

round pink being a more decided and

stronger colour is more suitable for the

boy while blue which is more delicate

and dainty is prettier for the girl

by the early 1970s the split between

boys toys and girls toys seemed to be

eroding today that's all change

[Music]

that's right cute YouTube kid they

worked out that by segmenting the market

into narrow demographic groups they can

sell more versions of the same toy

that's why Lego ads used to look like

this build hotels animals people boats

skyscrapers and more but now look like

these new LEGO Friends

I just finished decorating my house time

to chill with the girls at the beauty

shop emma is styled and ready to go that

move tripled the number of girls using

Lego and scored the company a 25%

increase in global revenue but market

segmentation isn't just the kids by

making two versions of otherwise

identical products celebrity slim can

sell many more slim shakes and hair

dresses formula can sell more hair pills

and Gillette can sell more razors and

Cody's can try to sell more cordial and

fail

and it's not just about trying to sell

more it's about trying to charge more to

take this body glide an teach a farm

triathlon Lube it's a thing and it's

great for feet thighs and upper bodies

buzz OE well ladies we don't have upper

bodies we have feet thighs and prods

which is why we need body glide for her

weight

uh no bras on our upper body both so II

that's why our version costs nearly 60

percent more per gram than the original

because according to body glide we

ladies need a petite thighs product to

carry along convenient because there's

no way a woman could carry a normal body

and you don't have to be a loop using

triathlete to feel the rub of gender

marketing it comes with everything from

shaving cream and depilatory cream to

styling powder and eye gel and we might

not even realize it's happening because

we only look at our section of the store

and ignore anything that's not obviously

for us and it's not just color companies

also use shape texture packaging logos

verbiage graphics sound and names to

define the gender of a brand lighter

colors smoother edges floral motifs

softer lines therefore ladies

there's darker colors harder lines

square shapes and science we type

pictures minutes for men that's why this

pastel pack of tenor and countenance

pads for women features a pretty little

flower made of wee drops whereas the

men's packet has a grid and arrows on it

and very specific measurements go in the

7 mil I say nice now market segmentation

can backfire gender contamination is

where a product is so strongly

associated with one gender the other

gender refuses to buy it why don't they

just call it the cooties effect because

we're grownups

anyway it's much easier to get women to

buy men's stuff than it is to get men to

buy women's stuff picked of when they

entered the male skincare market they

realized the named of lacks macho

mystique especially when rendered and

slender italics and accentuated with a

stylized bird logo stylized birds are

totally for so they compensated

by printing men plus care in stand-up

capitals and by the use of a battleship

gray background

they even squared off the curves of the

iconic Dove soap bar to give it a more

manly appearance truly dudes are too

smart to just fall for girly goop and

drag no in one year they gain millions

of customers in 30 countries with a

hundred and fifty million dollars in

sales just by reminding men that Durham

haha

and aren't the only ones for men for men

for men for men for him men you'll also

see products with really stupid man

names to help encourage men to splash

them Mancow Ruger broke it brotox'

guyliner no you can't buy candles you

need mandals

in meat-and-potato gunpowder can't buy a

smoke and strippers man but don't worry

guys you're not the only ones being

patronized a couple of years ago Fujitsu

launched a computer for women the floral

kiss laptop for users with long

fingernails came with scrapbooking and

horoscopes software zirconia adornments

and a floral motif and for women who

couldn't use a computer does anybody

have a big brought out pens for her

thanks and today we have Bergen bread

for women's well-being they can call it

this because they claim it may help

maintain breast health they don't

mention mental being though despite also

claiming it may help maintain profit

health yeah but no one wants to think

about prostates when they're having a

sandwich look can't we just stop all

this dividing people Unilever found a

way to bring the genders together and

shaft them both to Unilever adjust their

french brand signal white now toothpaste

started out for the whole family but

then they launched a glittery gold

version for women and followed up with a

mannish version for men because they

said it will contribute to driving the

market up and it did although slightly

more for women so that's all kind of

depressing but it's hard to be sad in

this playpen don't worry if you don't

live in a playpen though there are some

other things you can do ask yourself am

i buying this just because it says it's

for my gender it might be worth checking

out the other half of the range if you

were willing to put up with grey

packaging and straight lines and don't

need your shampoo bottle to reassure you

that

come on

you could save a fortune

[Music]