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Honda
The Honda Fit She's, which is being released in Japan, claims to improve skin quality.
It used to be that car seats were designed for babies, and pens were made for people.
But these days, it seems like everyday products from diapers to cars are being offered in a version “for her” – and that version usually comes in pink.
Experts say the proliferation of products aimed at girls and women makes some sense. That’s because women are avid consumers of everything from cars to gadgets, and they can be pickier than men.
“They want all the same things (as) men, and then some. They want more,” said Marti Barletta, a consultant and author of “Marketing to Women.”
But that doesn’t mean companies are doing it right when they create, and market, products for women. In fact, Barletta and others say, many companies are hurting themselves by adding extras they think women will want – rather than the features they’d actually like to have.
Then they add insult to injury by marketing them in a way that some women perceive as condescending.
“Women don’t like being called out as a separate market,” Barletta said. “They’re like, ‘Why don’t cars have what we want?’”
The penmaker Bic’s line of pastel-hued pens “for her” received a comedic lambasting from Ellen Degeneres and have been mocked mercilessly on Amazon.com, where hundreds of men and women have posted of tongue-in-cheek reviews poking fun at the very concept of a pen for a woman.
“I use these wonderful little pens to draw pictures of butterflies and rainbows while watching ‘Steel Magnolias’ and eating bon-bons. Thank you, BIC! You have your finger on the pulse of the 21st century woman!” goes one typical review.
The carmaker Honda also got some pushback in the United States following its plan to launch the Honda Fit She's in Japan. The small car comes in pink and includes a climate control system that the carmaker says will improve skin quality, along with UV-blocking window glass.
"Stupid name, awful color, everyone needs protection from the sun's rays, and if they want to market to women, they need to think leg to pedal ratio, especially clutch, so you don't have to scoot the seat all the way up to the steering wheel," one Life Inc. reader complained.
Barletta said there are things that women would like to have in cars, like a convenient place to put a purse. But they also want the things men want, like safety, power and maneuverability.
Also, while women may actually like to have a product that comes in pink, many are turned off when that’s automatically assumed to be the ladies’ choice.
“Women like pink,” Barletta said. “What they don’t like is the statement that women like pink.”
Lise Eliot, a neuroscientist and author of the book “Pink Brain, Blue Brain,” said her research has shown that gender roles are somewhat innate but very much a product of socialization. That’s because people reinforce gender roles starting at a very young age.
Children tend to embrace gender roles because they want to fit in. That has led marketers to offer everything from toys to infant seats to diapers in both boys’ and girls’ versions – not coincidentally boosting their market size as they encourage parents to buy gender-specific versions of everyday items.
“Gender sells, there’s no question,” Eliot said. “It works beautifully for kids, and that’s why it’s been so hard to fight gender stereotypes.”
That continues into adulthood, and is especially true for teens and young adults who are dating and may feel more insecure about their masculinity or femininity, she said.
That could explain why there are entire websites devoted to pink handguns and you can even buy a casket with pink floral detailing.
Some say boys and men are actually the bigger losers in the push to specify everyday products by gender.
For girls these days, there are many choices on how to be feminine: They can be an athlete or a tomboy or even a girly girl, Eliot said.
Boys, on the other hand, are subject to a much narrower definition of what is masculine.
“There’s more social pressure on men to be manly, and the sanctions for men being feminine are more,” said David Gal, assistant professor of marketing at Northwestern University.
Gal said his research has shown that women aren’t bothered by purchasing a product geared toward men, such as a big truck or a phone with a "masculine" design.
But many men worry that they might accidentally buy something from the women’s department or choose a product with a feminine connotation.
"Even when I go to the clothes store, I'm looking for that sign to tell me that this is the men's section, so I know I'm not looking at women's clothing," Gal said.
Gal said some men were turned off when Sears, well-known for products like Craftsman tools and barbecue grills, launched an ad campaign touting its “softer side" in the 1990s.
By that logic, he noted, it’s actually surprising that marketers are spending so much time marketing to women, when men might be more receptive to a campaign that accentuated a product’s masculinity.
Some companies have picked up on that trend.
Soda makers have started creating low-calorie products for men without the word “diet” in them, like Coke Zero, since many associated diet drinks as being for women.
Others have introduced male-specific products like body washes for men. Philips even offers an iron designed to appeal to men.
That may be a marketing opportunity, but Gal said it’s not good news that guys feel like they need to conform to such a narrow definition of masculinity. He noted that some men don’t seek out mental health treatment because it doesn’t seem manly, and stereotypically manly foods like steak and burgers tend to be unhealthy.
Eliot, the neuroscientist, said she’s been heartened to see pro football players and other male athletes wearing pink in October, in a nod to breast cancer awareness. The trend seems to have trickled down to boys playing recreational sports, many of whom now can be seen sporting things like soccer cleats and accessories with bright pink accents.
“I think boys are starting to appropriate pink,” she said.
On the other side, Eliot said that things like plastic surgery are much more worrisome to her than a company that makes pens only for women.
“There are a lot worse offenses in terms of female objectification than buying pink pens,” she said.
The TODAY anchors, along with Billy Bush and Kit Hoover of "Access Hollywood Live," talk about the new Honda Fit She's
Related: Bic pens for her united women and men in snarky Amazon reviews
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I thought this was about 0bama's "The Life of Julia."
I am female despite my screen name.
Men are notorious for doing things and buying things and designing things for women that they think that women need and want. They would do better by asking the women and then doing exactly as they are told.
By the way, I LOVE the idea of having a place to put your purse! Why hasn't this already been done?
I recently bought a new car. I did months of research comparing cars on features, mileage, resale value, safety, reliability, dimensions, etc. I kept coming back to 2 particular models - from different companies - again and again. They were pretty much equivalent, except that the Honda CRV had a couple of extra features I liked (but could do without), sporty styling that I really liked, AND a flat center console roomy enough to give me a place to put my purse when I have a passenger up front with me. Otherwise, my purse is in the passenger seat. In my last car, it annoyed me a lot that there was no place for my purse when I had someone up front with me. The "purse place" wasn't the main reason for buying my car (which I love more than any car I've ever had before), but it's a really nice plus that helped tip the scales in favor of this car when a lot of other things were pretty much equal.
My Ford Expedition has a place in the center console.........it's fantastic!
I think that everyone should be marketed to at the MAXIMUM EXTENT POSSIBLE FOR THE MOST MINUTE CHARACTERISTICS.
For example, if I am a one-legged male who needs an oxygen canister then I want to see ADS AND PRODUCTS SPECIFICALLY TAILORED TO ME such as crutch-mounted, wheeled, or even CANNISTERS THAT can function as an artifial Leg. That should be the GOAL of all advertisers!!
It is also important that my government pay for those products since they affect my health and well-being! WHEN GOVERNMENTS AND ADVERTISING GET TOGETHER IN SUCH A WAY TO DELIVER SERVICES IT CAN BE VERY POWERFUL!!!! And it stimulates the Economy!!
OBAMA/BIDEN 2012 . . . KEEP THE DREAM ALIVE . . YOU PAYING FOR ME!!!
What's wrong with an empty seat? Hook the seat belt through the straps :)
You must hang out with real losers.
This is just another way for men to oppress women. It's disgusting. And I hate pink. I would NEVER buy a pink car. As a matter of fact, I have never purchased a car based on its color.
Your an idiot. Only people that let themself be oppressed are the ones who suffer oppression. There are plenty of women in design offices throughout manufacturing, but instead of thinking about their gender they try to fit in and be one of the guys. I've even heard women downplay ideas that would benefit the gals. Get a degree in a manufacturing field and get onto the design teams and make it happen. Stop blaming someone else for your perceived problems...
Tim . . Wryview is correct . . She isn't going to " LET ANYBODY PUT HER BACK IN CHAINS"!!!!
Just like Mr. Biden said!!
BIDEN/OBAMA 2012 . . . KEEP THE DREAM (and ME) ALIVE . . YOU PAYING FOR ME!!!
but instead of thinking about their gender they try to fit in and be one of the guys
I can't help it but the imagery i conjure is the 80's and those horrible shoulder pads that women would hide their femininity behind to appear more masculine.
I usually prefer to buy mens' clothing, as I am 6'2" and weigh 210. Their clothes fit better, although I still have to buy talls, and they're made better, to last longer. Also, they tend to be in natural fibers, instead of all that polyamide (environmentally TOXIC) stuff they pawn off to the distaff side.
My adult daughters, 6'3" and 5'11," also suffer the lack of clothing to fit tall, athletic women. And they hate pink! I wear pastels only because I was blonde before I went silver and bright/dark colors wash me out. But pastel pens? Bet they're not as well made as the black Signo 207s (with refills) we buy!
Yes, Annon and those shoulder pads always met up with my scissors...
I am not into Pink. I have maybe 5 pieces of clothing, but my wardrobe is jeans, black and boots... And I am very much female... Tomboy geek, mind, but still.
"Pink it and shrink it" has been the motto for this type of marketing for a while.
Personally, I'm not a girly-girl and shy away from pink. But clearly it works, or the companies wouldn't keep doing it. For some items, like bicycles and cars, it just hurts the resale value. No man is going to buy my used pink bicycle, even if it's the right size for him.
And I agree about the Honda - shouldn't everyone get UV-filtered windows to protect us from the harmful sun's rays? Why just women?
I'm female and I don't like pink. My Ford Escape is blue! ;) I do think those pens are cute, though. I might go buy some later today so I can color pretty pictures as I watch Steel Magnolias! Hahaha
I'm a female and I find pink products annoying. The thought that a woman is more likely to buy a product because it is pink is ridiculous.
I was at a gun show a few years ago and one of the vendors tried to sell me a pink gun. So annoying.
I would never buy something that is pink just for the sake of it being pink. It started with the razors and went on to the STUPID Dell marketing of the laptops for women in fashion prints and colors with apps for us. Shopping, fashion and horoscopes. Insulting.
I see women that have jewels decorating their cell phones and glitter on everything else. That's their style and more power to them. But don't you dare assume that's all women.
I like pink, but not everything I buy needs to be pink. I own a Red Escape, which I bought because it allows me to see over those little cars! I also chose it because of the features of the car, buttons I could use without breaking nails, room in the bag to haul my groceries, I don't need a huge truck to do that. Tailor features that I can use into products and I would be interested in purchasing! A seat belt that fits correctly across my chest would be a large incentive.
Though now none of those little cars can see around you.
Manufacturers are compensating for their elimination of pink from the bedroom. Just try to find pink sheets. Pink is a decorating issue, not a female/male one.
Methinks a pink car is aimed at preadolescents to snare them for buying that particular brand in the future.
This pink car should go over well with the males that buy VW beetles, those little boxy cars and those little Honda pickup-like trucks.
Hey! Way to support the very stereotypes the article mentioned!
Add to the list pink guns and pink "camo" - in what world?
At a gun show the first thing one of the vendors showed me was a pink gun. I was a little insulted at first. Then I tried to picture myself at home pulling a bright pink gun on a burglar. Ridiculous.
Mrs. C: On the other hand, (s)he'd be laughing so hard, you'd have time for a clear shot!
Humanity should abolish (discard) gender roles. It is both uncomfortable to see people change to they are to appease the ignorance of others. Let people be who they are, not who others desire them to be. To not do so is oppression. The whole idea of "pink is for women" is artificial and condescending and has no merit whatsoever.
Some guys look so hot in pink! I buy men's pastel and gingham shirts from JCrew for myself. But yes, I agree gender stereotyping is oppressive. These days, while women earn less, it's men who are seriously strapped in to very sad roles.
Hmm... yeah... gender roles exist for a reason... I'll let you think about that.
The reason is usually control and oppression of the female people. I know that already.
Pink is not my favorite color. I don't dislike it, but it is not my favorite. I would not, however, go for a pink car.
Some of the features are neat. The improved UV protection is something BOTH sexes need. And the purse perch? I like it, but I also know that men need a spot for briefcases, toolboxes, etc. (hint: so do women!)
But I know that no male in my family will buy a PINK car. So why are marketers cutting off half (or more) of their market? And why should I buy a pink car if half the car buying public will shun it when it comes time to trade in?
Marketers, you need a think transplant!
The only gender specific product I ever appreciated was diapers...THAT makes sense. Otherwise, just make the best product you can!! There should be a place in the car to secure your purse whether you're the driver or a passenger. And ENOUGH with the pink already!!! As a female, I'm all for breast cancer awareness. But I'm sick and tired of everything pink...especially grown men playing a violent game wearing pink!! I would no more buy a pink Packers jersey than I would a pink cosmetic bag!! As most other people said, if you want to know what women want in a product, just ASK us!! What women want...great movie!!
This is probably why newspapers stopped including a Women's Section.
Give me a black hemi 'cuda with flame detailing any day.
I tend to view pink products as inferior. I'm left with the impression that it's just cutesy. Make products that fit women. I remember years ago when most of the running shorts were uni-sex. Not a great fit for women. Also biking shorts and clothes: lots of choices for men, but not much for women. I remember seeing pink tools in a hardware store. They don't need to be pink, just a size that fits most women's hands because they tend to be smaller than a man. And the chest press machine in the gym is too wide for women because it's made for a man.
I agree. To add to your hardware comment...I've noticed that sometimes products are designed by men for men because men are assumed to be the ones using them.
I once purchased mud flaps for my car, and the instructions said to pop them on with your thumbs. I tried and tried, and finally realized that whoever wrote the instructions was a man with big strong hands. I could barely get them attached with tools!
For that particular product - if it were to be designed for women - the mud flaps shouldn't be pink - they should have instructions that work for the less burley, like: Pop on with your thumbs, or tap into place with a hammer.
I borrowed a friend's Ford Explorer one time and the seat was too long for my legs. With just a slight bend in my leg, the too long seat was uncomfortable. I have lots of gal friends who are shorter than me and would probably not find the extra long seat confortable. But, for a tall man, it probably works. So, forget the pink and concentrate on features designed for shorter people.
I have no problem with products being marketed specifically to men or women. It's the way they do it that's insulting. When marketers think that the way to appeal to women is to make it pink, that's insulting. When marketers take a product that's traditionally been bought and used by both sexes, then suddenly come out with one designed "for her" it almost seems like they're saying "All our products have traditionally been for men, now we have one for you too. You're an afterthought."
Companies who want to market product to appeal to women should go to a women's clothing store or shoe store and look around. Is everything pink and frilly? Of course not. You'll see a wide range of styles and colors, with varying levels of practicality and functionality, artistry, personality, etc. Clothing and shoe designers understand that women are extremely diverse in tastes, and expect choices.
So when a car company says they've designed a car for women, and all they've done is basically paint it pink, we're not impressed. It's just screaming, "You don't know me!"
One of my neighbor ladies has a pink car.It's actually a pretty shade of pink.I'd like to see pastels and brights for car colors.It is so boring when every other car on the road is black,grey or white. I do agree with the one poster who said she'd like the pedals made longer so you don't have to scoot the seat up to the windshield.A place to put your purse is also a great idea.I am still waiting for the car that drives itself.It's been designed but it's not yet on the market that I know of.