EXTREME REAL MAN POWER FOR MAN MANLY NOT WOMAN MAN
Marketers generally don’t do this because men like it, they do it because women don’t like it
Usually this happens in a market where women’s demand is higher than men’s and they’re willing to pay more for the products, so segmenting the market into an expensive women’s version and a cheap men’s version is profitable. But if women are willing to buy the men’s version, the whole scheme falls apart, so they have to crank up the he-man woman-hating. It’s not about misogyny or “fragile masculinity” or the patriarchy, it’s all just marketing.
In markets where it’s the men who are willing to pay more you see cheaper pink sparkly versions of the same products being marketed to women.
My favorite example of this sort of thing is human hair trimmers and pet hair trimmers - I’ve seen some of those side by side made by the same company and the pet hair trimmer is the exact same product with a ‘for pets’ sticker on the box, and it sells for significantly less.
Market heterogeneity is really interesting, and I’m honestly surprised that somehow people were able to observe this and take advantage of the arbitrage opportunity present.
Capitalism: using your own righteous anger against you.
Related on appeals to identity and market segmentation: 1, 2, 3
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