I came across Venus, Gillette’s “women’s” razor and did a quick double take.
Btw it has the same blade, cartridge, and even the design as the men’s razor.
The only thing that changed is the colour and the customer or should I say, the gender 🤭
That’s their form of pink tax and honestly, it’s not even trying to be subtle.
The Venus razor sells for → ₹250.
The men’s version, with identical tech, goes for → ₹150.
Now factor in behaviour: Women shave ~3x more often than men over their lifetime. So that ₹100 gap becomes a crore-scale repeat margin strategy.
It’s clever and It’s also exactly how entire categories get built on bias instead of benefit.
BIC once launched pens “specially designed for her.”
NIVEA sells near-identical creams for men and women with separate SKUs and separate price points.
Even basic grooming products often carry a gender tax repackaged for a different audience, but rarely redesigned.
Most founders look for new markets.
Gillette simply looked at the same one through a different lens and built a billion-dollar profit engine.
A VC once told me: “The best ideas don’t always look new. They just look different enough to be priced better.”
That line lives rent-free in my head :)
product pricing strategy fmcg
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