Contrasting Gendered Products
Posted in Sex & Sexism on September 10th, 2009 by Morgan ElizabethIt’s Sociology 101. Pink and blue birthday cards. Toy trucks for him and Barbie dolls for her. Prepackaged ideals judging children based on gender, thrusting an identity on them before they can form their own. Boys are meant to grow strong, play ball, be tough and “take it like a man.” Girls are taught to be sweet and delicate, to play with dolls and act “ladylike.”
Well into adulthood, we’re told what’s right and wrong, according to gender. And, challenging that norm can make people uncomfortable. It’s how assertive women get branded “bitches”, and sensitive men get labeled “pussies,” or, potentially homosexual. What can be healthy about a culture where half the people must repress aggression, and the other half ignore sentiment?
Many companies perpetuate these messages in hopes of turning a profit. Here, we take a look at how products can be spun feminine or masculine, depending on the target audience.
Sleep Pretty in Pink ear plugs for women are “silky, soft and comfortable” because “beauty sleep is always in fashion.” A butterfly sits in the banner, and the product’s features are outlined with heart-balloon bullet points.
Skull Screws are typically marketed to men, often sold at hardware stores and construction outlets. The ear buds come in a box with flame detailing, a skull and crossbones, and the slogan “Screw ‘em in your ears!”
What makes Kleenex For Men different from other Kleenex tissues? Well, they claim to be sturdier and more effective for a man’s needs. They’re sold only in Europe, and feature sleek and sharp new box designs. The only real difference, though, seems to be a meager upgrade from 1-ply to 2-ply.
The Victorinox Swiss Card is a pink adaptation of the swiss army knife, geared toward women, and shaped like a credit card.
The Victorinox Heritage Knife is considered a “soldier’s knife,” modeled after the 1891 original. It’s larger and sturdier, with chrome blades and ebony hardwood handles.
Venus women’s razors are pastel-colored, with names like “Divine,” “Embrace,” “Breeze” and “Vibrance.” The handles are round and cushioned, the blades infused with “skin pampering botanicals.” It only shaves hair, but claims to “reveal the goddess in you.”
Schick Quattro Titanium men’s razors are black and silver, with edged handles and “precision” blades. It’s considered a tool, not a way to pamper yourself. And, at the time of this publication, Schick’s cross promotion with X-Men Origins: Wolverine on DVD built an intense website in an effort to hook the male action-movie crowd.
Ice Princess “Ice Wands” offer a chance at fairy-tale ice cubes, with recommended use of pink lemonade instead of water, for added flair.
Just For Boys “Bone Chillers Ice Tray” will create “an icy array of skulls and crossbones” that’ll make your glass of tap water seem a little more dangerous.
The She Driver tool set for women is pink, polka-dotted, and very feathery. It’s less practical, and more for show, almost as if the manufacturer doesn’t really expect it to be used.
The Kingroy 8pc Screwdriver Set is “hardened and tempered” with chrome and steel, compactly sealed in a fiery box. They’re durable and built for wear-and-tear.
Recently discontinued, the McCulloch cordless screwdriver “designed by a woman for a woman” came with a free $20 manicure set.
Screwdrivers like the Sears/Craftsman, on the other hand, forego any gimmicky bonus offers and focus instead on practical uses of the tool.
Karla, created by German company Karlsberg, is a beer especially made for women. It’s infused with Vitamin C and herbs, and comes in “Well-Be,” “Balance,” and “Acti-Fit” flavors.
Many beers are geared toward men, but the “Man Laws” ad series briefly made Miller Lite one of the most gender-specific campaigns in the market.
Note: Karla isn’t the first alcohol to solely target women. Poland has Karmi beer, the Netherlands have Sophie & Sophie wine, and Germany has Jillz sparkling alcoholic cider. (Bonus: Check out Jillz’ commerical on their site. It seems to confuse female desire with male homoeroticism.)
The EGO Laptop, from Dutch computer company Tulip, is built like a fashion accessory. This electronic purse, marketed primarily to women, can be very expensive. The basic models cost an average of $5,000, the “Bentley” edition is roughly $30,000, and the personalized “Diamond” collections venture well into the six-figure range.
Degree’s “Delicious Bliss” deodorant is one of the many women’s products featuring flowers, a vanilla scent, and the idea of heavenly happiness. Degree also offers a “Classic Romance” and “Sexy Intrigue” deodorant line.
Lynx’s “Instinct” deodorant is likewise one of the many intense, animalistic products for men. It smells of “rare leathers” (animal skin), and has claw scratches across every package. And don’t call them “mini spray bottles.” They’re “bullets.”
Vera Wang’s “Princess” perfume is dainty and sweet. The scent, sold in a flowery box, comes in a crystal heart with a crown for a cap. There is also an edgier version, “Rock Princess”, targeted at younger women.
Diesel’s “Only The Brave” cologne for men is shaped like a clenched fist. It’s described as “masculine” and “virile,” with an “oriental, woody and leathery” musk.
Fling is a “low calorie chocolate for women.” It’s a “delicate truffle … enrobed in shimmering chocolate that looks as glamorous as the women it’s made for.” They make sure to hit all the girly points here – pink, sparkly, glamorous, and of course, low-calorie.
Nestle’s Yorkie chocolate is explicitly “not for girls,” because it’s “solid,” “no nonsense,” and “delivers real hunger satisfaction.” (Available only in Europe)
Go Girl is a “beautiful energy” drink, sold in 6-packs called “girlfriends.” They come in “Glo,” “Bliss,” and Sugar-Free.
Promotions for Her energy drink can be found on VH1 reality shows and celebrity gossip magazines. It’s “geared towards women who are on the go with active lifestyles while maintaining that fun and flirty image.”
The website for Erektus brings you to a cartoon strip club. Click the stripper pole to “see it’s beauty…”, and see a cartoon stripper dancing beside the link to Erektus’ TV spot.
Billy Boy , created by a German condom company, is sold only in Germany and the UK. It features a cartoon penis juggling fruit, and comes with a free condom.
These types of campaigns must generally work, since they’re repeated ad nauseum. Still, the question stands about which came first. Did the clichés arise because they really reflect feminine and masculine nature, or have they been so ingrained in us from birth that we’ve been trained to agree? Either way, products like these aren’t helpful for anyone trying to defy gender roles or separate themselves from stereotype.
