The ‘pink tax’ is a form of economic discrimination where products and services targeted at women often cost more than those aimed at men, despite having similar characteristics. In the European Union, this phenomenon raises significant questions about fairness and gender equality.
A 2021 study revealed that the pink tax is particularly prevalent in countries such as Germany, Austria and France. In France, for example, a women’s razor costs on average 20% more than an equivalent men’s razor. Germany also shows significant discrepancies, especially for everyday products like shampoo or clothing. These differences extend to services such as haircuts, where women often pay more, even for similar treatments. Faced with these findings, it is hard not to feel profound indignation. The pink tax reflects outdated gender stereotypes that, in my opinion, have no place in a modern and equitable society.
This disparity is linked to gendered marketing strategies and persistent stereotypes.
Products aimed at women are often presented as "premium" or more aesthetically pleasing, artificially justifying higher prices. However, this practice is increasingly being criticized by both consumers and women’s rights advocacy groups. To combat this injustice, it is essential to raise consumer awareness so that they can reject these exploitative practices. Adopting more responsible purchasing behaviors could become a powerful lever to push brands to revise their pricing strategies.
Some European countries are beginning to take action to reduce these disparities. In 2016, France launched an awareness campaign titled ‘Pink Tax: Why Do Women Pay More?’. Spain, for its part, abolished VAT on certain feminine hygiene products in 2023, although this measure does not directly address the pink tax. However, these initiatives, in my view, remain insufficient given the scale of the issue.
Harmonizing legislation at the European level appears crucial to ensure effective equality across all Member States.
The fight against the pink tax goes beyond economic concerns. It is a vital issue for dismantling gender stereotypes and promoting true equality. The European Union, as a defender of fundamental rights, has the responsibility to take ambitious measures to eradicate this unjustified discrimination.