Pink Tax – The Cost of Being a Woman
By Monica S. Flores
We’re trying to find out the long-term costs that come with being a woman in modern society. Is it fair to say that there’s an extra cost for those who identify as women? Does the “pink tax” sound real? Does a tax on being a woman seem fair?
For women, particularly women who are recent college graduates, or those entering the workforce for the first time, we’ll go into some details on how ongoing costs associated with being a woman: such as wardrobe, grooming, makeup and skincare, indeed form a hidden “pink tax” that women must pay.
Photo by Mandy Zhang on Unsplash
Working Women’s Wages
In 2019, working women earn 79 cents for every dollar earned by men — this is a “raw” gender pay gap, averaging the salary for all men compared to the salary for all women, regardless of job type or worker seniority. From 2018 data, the Bureau of Labor Statistics has calculated that women had lower median earnings than men in the majority of occupations.
The gender bias persists even in STEM jobs, which are typically higher-paying and in a faster-growing field: a résumé received a lower starting offer if it had a feminine-sounding name as opposed to the exact same résumé with a masculine-sounding name ($26,507.94 compared to $30,238.10).
Over a lifetime, this gender pay gap catches up with women, particularly in light of the fact that women live, on average, 6-8 years longer than men.
While wages are low, costs are also high: some estimated that it costs an extra $1351 per year just to be a woman (try the calculator). For example, a woman born in 1995, over her lifetime to date (2019), can expect to have paid an extra $33,456 on pink (woman-focused) products and services.
OOTD and What to Wear? Wardrobe Costs
Outfits are a major driver for women’s perceptions in the workplace, especially for those in highly public-facing jobs. And looking at the trending of #OOTD (Outfit Of The Day), they are on many women’s minds.
“I’m judged on my interviews… on how I do my job, basically,” male TV anchor Karl Stefanovic told the Sydney Morning Herald. “Whereas women are quite often judged on what they’re wearing or how their hair is. Women, they wear the wrong colour and they get pulled up.”
Stefanovic wore the same suit, every day, for a year, to show how men get treated differently about their wardrobe choices, while women anchors receive much more scrutiny and criticism.
See the Video about Karl Stefanovic’s experiment, wearing the same suit for an entire year: https://www.youtube.com/watch?v=VJDqBXPZbew
Costs of clothing start to elevate because women simply use more items of clothing, and are also charged higher prices for the same services (i.e. $2.06 for drycleaning for men, vs. $3.95 for the same drycleaning for women).
In an example where a recent college graduate chooses to get together their outfits, for their first professional job in a formal setting, with cost, quantity needed, and a description, here are some samples.
| Men | Women |
| $450 (3) $1350 Custom Suit | $275 (5) $1375 Custom Suit |
| $125 (3) $375 Pairs of Shoes | 125 (3) $375 Pairs of Shoes |
| $15 (7) $105 Socks | $15 (7) $105 Hosiery $50 (5) $250 Bras |
| $15 (7) $105 Underwear | $15 (7) $105 Underwear |
$2.06 (50) $103 Drycleaning | $3.95 (50) $197.50 Drycleaning |
| Total = $2038.50 | Total = $2407.50 |
Even if a male and a female entering the workforce start out with similar clothing pieces the costs of additional items of clothing (hosiery for women, bras) and an ongoing charge that’s slightly more, will add up over time.
Haircare – The Cost of Upkeep
Haircare maintenance start to add to the ongoing price disparity for women. As an experiment, search for a haircut place near you – odds are that the listed men’s haircut price will be substantially lower than the listed women’s haircut price. The price range can be up to $11-12 difference at mid- and high-end salons, according to published research.
Not to mention the “pink tax” associated with shampoo that is geared to women, vs. a unisex brand. Of 16 products compared in New York, the average price for men’s hair care products was $5.68, for women’s hair care products, the average price was $8.39, (that 47% increase is the “tax” for being a woman, buying women’s products).
Makeup and Skincare – Cosmetic Costs Add Up
According to a recent report, the global cosmetic products market was valued at around USD 532 billion in 2017 and is expected to reach approximately USD 863 billion in 2024, growing at a compound annual growth rate of slightly above 7% between 2018 and 2024. A billion-dollar industry focused on women is growing and thriving off the additional costs that women incur, just for being women.
Makeup matters to women’s professional standing, and even impact their ability to get or keep their job. Researchers at Boston University and the Dana-Farber Cancer Institute found that women with a “professional” amount of makeup in the office were regarded as “capable, reliable, and amiable,” and ultimately, “more competent” than those women who shunned the use of it.
“In this experiment, 25 women of white, African-American, and Hispanic ethnicities, ranging in ages from 20 to 50, were photographed in four stages: first, bare-faced, then with levels of makeup the researchers categorized as “natural,” “professional,” and “glamorous.” When the 149 adult participants (61 of whom were men) were shown the photographs and asked to judge these varying makeup looks within seconds, the “professional” look was the winner in terms of competence and likeability. And when 119 different participants (30 men this time) were given “unlimited time” to examine the faces, the results were the same.” (source: https://www.themuse.com/advice/does-your-makeup-matter-at-work)
source: https://www.nytimes.com/2011/10/13/fashion/makeup-makes-women-appear-more-competent-study.html?_r=2
Makeup costs add up and become substantial over time: a basic kit for lipstick, blusher, and eyeshadow is an additional cost for a woman, that a man might not even have to consider for their job or ongoing professional development.
Likewise, with skincare, a skincare set with exfoliant, cleanser, and creme can cost $30-$40, but will need to be re-purchased every 2-3 months: all this additional maintenance means additional funds associated with upkeep, for women concerned about their skin’s appearance.
Photo by Eloise Ambursley on Unsplash
General grooming items have been studied and also cost more: for example, deodorant costs $1.44 per ounce for women and $1.15 per ounce for men – almost 30 cents more, just for being female! Not to mention an added monthly cost for feminine hygiene products related to periods.
Feminine products mean $more $money for those who are charging women, and more costs for women who are getting through their basic day.
Salon Services – Monthly Appointments
Some additional costs that many women must budget for include nail care and professional nail salon services including manicures and pedicures, which range in cost from $10-$15 to $50-$85, as well as other aesthetician and salon services such as waxing, massage, eyebrow threading, body wraps and scrubs, and more.
Health and Medical Care for Women
Photo by Matheus Ferrero on Unsplash
Women require specific health needs such as pap smears and gynecological exams: while men also have male-specific physical exams, tests, and needs, women also require additional support and care to deal with child-bearing and pregnancy-related needs, including birth control that is focused on women.
Photo by Omar Lopez on Unsplash
Between preventative care, screenings, well-care, and birth control, one estimate is that women, on average, pay 69% more for out-of-pocket healthcare costs than men. Parental leave is not yet universally available in the United States (the only industrialized country that doesn’t guarantee leave upon the birth or adoption of a child), which also adds to the cost of caring for women, children, and families, and greatly affects women in the workplace.
The Pink Tax, Solved
According to the evidence, we find that multiple factors impact a woman’s ability to earn, and additional factors impact her ongoing costs. There is indeed an additional cost of doing business that acts as a “tax”, solely related to women-focused products.
What will we do about this? For women, negotiating for higher salaries, better benefits, more flexible time off, fully comprehensive health insurance, and parental leave policies is a start. Knowing that women have a hurdle to overcome, right from the beginning of their career, may also help with women feeling more comfortable asking for more and demanding more support for their unique needs.
