Pink is for Girls

I was browsing in the hardware department at WalMart yesterday and this brightly colored electric screwdriver kind of jumped out at me (not in a good way).

Pink electric screwdriver

Screwdriver for girls

OK, I get it. Girls like pink things, right? In spite of this great routine by Ellen…

…it appears that a lot of big companies have the numbers to back up this kind of marketing-driven design. It can’t be the first time that they’ve made a pink tool and found that it performed in the marketplace. The number-crunchers rule at these places, and if it didn’t work, they wouldn’t do it.

And isn’t that nice? A percentage of the $39.97 purchase price goes to Susan G. Komen for the Cure. Plus, the package include 5 screwdriver bits!

But RIGHT ABOVE IT, there’s this product:

black and red electric screwdriver

Screwdriver for manly men

Apparently the same tool, except for the colors. Same voltage. Same warranty. Same price too: $39.97. But gee, the pink one donates money to charity. Might as well buy the makes-me-feel-feminine-and-virtuous one, right?

Hey, wait a minute. The boy’s version includes TEN screwdriver bits, not the measly five in the girl-driver package. So some of that money that Skil is donating to charity? Sorry, Sucker-ette — YOU’RE actually making that donation by giving 5 driver bits back to the Robert Bosch Tool Corporation, the owner of Skil, while they get a nice little marketing boost on your dime!

p.s., I’m with Ellen on this. I suspect that if I were a woman, I’d be insulted by this pandering to my supposed girly taste. On the other hand, if the color kept my husband from borrowing my electric screwdriver…


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