In the article “Arctic Masculinity,” Alex Golub, associate professor from the anthropology department at the University of Hawaii, writes about gendering of products found at the pharmacy. He describes the pink – blue gendering of infants with the distinction of current hygiene products.
Alex Golub believes that marketing still emphasizes products based on the pink – blue childhood mentality. If a newborn is a boy, the room is usually painted blue. If the newborn is a girl, the room is painted pink. The blue – pink gendering has developed into modern marketing strategies. ‘Artic blast,’ ‘avalanche’ and ‘blizzard’ are all men’s deodorants that indicate cold as opposed to keeping one dry. Golub went to buy a toothbrush and again they were pink or blue.
Although you may not think that marketers use these things, the pink – blue usage is in our culture. Men’s deodorants have masculine names like x – treme and ultra x – treme while women’s deodorants include brands such as Secret in scents like spring breeze.
I agree with Alex Golub that packaging of men’s deodorants is with blue or many colors that are associated with strength while female products are with bright pastel colors and unmanly names. Men’s names are associated with arctic or blue because blue is the color for men while women’s are associated with a time of year, mostly spring, and the colors of spring which are pastel and bright. Because of this, marketing strategies have different ways to sell their products. Colors and masculine or feminine names have become part of their marketing plans.
In our society, masculinity is shown as strong. Arctic represents the way society perceives men: as strong and with strength. The color blue is associated with arctic cold which is also saying strong. Women’s deodorants represent a time of year, spring, with bright color and flowery names. The gendering of these products is indicative of all marketing strategies.
Article used: http://savageminds.org/2008/11/10/arctic-masculinity/