The Drum Awards Festival - Official Deadline

-d -h -min -sec

Sexist Pricing Boots Retail

Boots slashes 'sexist' product pricing


By Rebecca Stewart, Trends Editor

February 3, 2016 | 3 min read

Boots is taking action to correct a pricing scheme that discriminated against women, following a petition which said the retailer was “ripping women off”.

Two of the store's own-brand items – a razor set and an eye cream roller – will see prices slashed following an internal review which Boots said left it “surprised and disappointed”. It added that it had “never operated a pricing system that discriminates against women” and that the cost of these products did not reflect its standards.

The petition was created by shopper Stevie Wise who discovered the shop was charging women up to £1.70 more for gendered versions of the same products.

Backed by over 42,000 supporters, the campaign called on the company's chief executive to lead the way with neutral pricing and to "make a commitment to charge men and women fairly".

It came on the back of a report by the Times earlier this month which found that women are, on average, being charged 36 per cent more on for goods marketed as ‘women’s products’.

In a statement released today, Boots said: “Following the review of Boots Own brand ranges, we are speaking to our suppliers to ask them to conduct similar reviews of their brands, however we cannot comment further on their pricing – that would be a matter for the brands themselves.”

Boots is the first British high street retailer to take action on sexist pricing, but the problem isn't confined to the UK. In December the NYC Department of Consumer Affairs analysed the cost of 800 almost identical products with male and female versions and found that women typically pay seven per cent more for gendered goods than men.

Sexist Pricing Boots Retail

More from Sexist Pricing

View all


Industry insights

View all
Add your own content +