"Product Gendering"

In Kirkham and Weller’s article Cosmetics – A Clinique Case Study discusses how the labeling, appearance, and advertising of different men and women toiletry products differ tremendously – focusing on gender. As it states in the article, “the appearance and presentation of a product is at least as important as the product itself” (268). Women tend to investigate more into the product, so companies explain more about the product by the labeling and wording, saying certain things like “proven by experts” or “professional.” Words like those draw consumers in and put their doubts and fears away about the product. Men’s products tend to use a separate set of words like “simple” and “convenient”, clearly targeting the male consumer. Coloring also has a lot to do with gender profiling. Men’s products have more muted, pale, and darker colors, like blue, while women’s products tend to use more appealing pastel colors, trying to make the appearance of the product “pure” and “fresh”. Since women investigate more into the products they decide to purchase, many companies, like Clinique, also target the male audience in hopes that maybe the women will buy their products for their men. However, not just Clinique does this, but many other companies as well. I find that Nivea products do the same. They have a line for men as well as women and their wording and coloring are of the typical toiletry company – more muted colors for men, brighter pastel colors for women, and different wording, too.