ModuleB_Practice

Either of the two sexes (male and female), especially when considered with reference to social and cultural differences rather than biological ones. The term is also used more broadly to denote a range of identities that do not correspond to established ideas of male and female.

I started researching about 'Pink Tax' from the question that my friend cut her hair short and after that if she wants to cut her hair it was more expensive in a hair salon than men because she was a woman. Even though the length is as same as man. So I wondered even though the product is same, why it is more expensive for women.

Gender Advertisement in 1950's

Current Gender Marketing

When I researched about gender marketing, I felt that there was a lot of difference from advertisements 70 years ago. I felt that there was a fixed gender framework, and it was being used as standards in advertisements.

Genderless
Gender Neutral
Gender Sensitization

The most famous and representative advertisement for gender marketing is Heineken's Cheers to All. Many people secretly have this prejudice, even though no one decides that women will drink cocktails and men will drink beer.
Bartenders and employees in advertisements show such stereotypes. However, in the advertisement, woman and man exchange mis-served drinks and food, and they humorously break that prejudice by showing man drinking cocktail and woman drinking beer. Also, the BGM used in the advertisement was well received for its great sense. The BGM is SAYGRACE's "You Don't own Me."

Genderless and Gender Neutral, which have dictionary meanings of "no gender distinction" or "neutral," mean choosing products and creating styles according to individual personality and tastes from a neutral perspective regardless of gender. "Do cosmetics need gender distinction?" There's no gender distinction between ingredients. Makeup products all have the same ingredients. If I have to find a difference in cosmetics used by men and women, it is only incense and that it is natural for genderless brands to emerge in this situation.

Lee bul, South Korea
Lee bul tried to change the dichotomy of the world. The critical consciousness of beauty and ugliness, men and women, normal and abnormal, and all these dichotomy boundaries, could be strengthened thanks to the experiences of himself facing limitations on the international stage.

The current trend is aimed at genderless or gender neutral, but pink tax still exists with us.

Way to be aware of gender inequality and pink tax?

Hayward Gallery, U.K
It is said that various beads and decorations were attached to the dead fish with needles to express the nature of the woman and the sacrifice of the woman that the corruption meant.

The above work was conducted in the form of a performance in which the blanket itself hung naked. For the individual writer, the body was a handicap. Blankets have drawn art from the handicap itself. He gave up his one body to change the world. The audience, who faced the sexist gazes and oppressions arising from the naked body of an Asian woman, would have started with questions at first. "Why is that woman overworking herself even by pushing herself out of pain," "What does that woman's gesture, mixed with vigorous sweat and rough breathing, try to say," and in the eyes of the woman hanging upside down, the audience would have read the pain and resentment in the artist's individual life. Furthermore, I would have thought of ways to eliminate pain and discrimination even for a very short time.

It's the same product, but if it target women as consumers, things are more expensive. So, I made a publication to be aware of this pink tax.

Reason for pink tax
Firstly, manufacturers force femininity. Until one product comes out, men participate more than women in many areas such as product planning and development, design, marketing, and manufacturing processes. Of course, although female participation has increased recently. Female product manufacturers, created the product by a lack of understanding of women.
Next reason is woman are sensitive in not only in function but also in design. Most men choose razor based on function, but women react sensitively not only to function but also to design such as shape and colour.
Satisfying these women's aesthetic needs is bound to cost more manufacturing.