Examining the so-called 'Pink Tax' in drugstore essentials

ABC News' consumer correspondent takes a closer look at the higher price women have to pay per ounce on personal care products that have comparable ingredients as those for men in drugstores.
2:45 | 05/21/19

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Transcript for Examining the so-called 'Pink Tax' in drugstore essentials
We are back now with a look at the so-called pink tax. The extra amount women are charged for products compared to men. Becky Worley is back with the story. Hey, Becky. Good morning, Michael. What if you and I went to a fast food restaurant and you paid $4 for a burger and I had to pay $7 for the same burger? Well, according to a new study of moisturizers, that's pretty much what's happening when it comes to our skin care. Moisturizer, it's every dermatologist's most basic recommendation for healthy youthful skin. Everyone needs it. And a trip to your local store has whole rows. The stuff some marketed for men and others for women. What is the difference? It turns out the main difference pay simply be price. A study published in the journal of cosmetic dermatology compared prices of 110 facial moisturizing products from three top online retailers, Amazon, target and Walmart. They found that on average facial moisturizers marketed to women were $3.09 more per ounce than those marketed to men. More than $3 an ounce? The study conducted by the dermatology department at Massachusetts general hospital on products purchased in October of 2018. With the personal care product industry, it is just accepted and normative apparently that women are just expected to pay more. This product right here is a typical one marketed to women, probably somewhere in the $0 range whereas this same amount of ounces marketed to men probably somewhere in the $10, $12 range. Reporter: Dr. Cena notes there are some difference, mostly how they smell and packaging and a comparison of this moisturizer from the same manufacturer shows that of 36 ingredient, 16 were exactly the same but the women's product cost $10 more per ounce. We looked at color, so pink, reds for women as opposed to black, gray, Navy for men. Hard edges on bottles for men. In the there is more value in something that's being provided to women at a higher cost I just think that it's not fair practice in something that needs to change. So should women just buy men's products? I have men's lotion here. Smells crisp, kind of spicy, maybe a little manly for me so Dr. Cena said look for unscented gender neutral products. These are on average $4 per ounce cheaper than those marketed to women, Michael. All right, Becky, I love when people find out how to save money on things that they're overpaying for and as I was saying to robin during the piece you charge women more for these products but pay them less for the same work. Thank you so much. Thank you very much.

This transcript has been automatically generated and may not be 100% accurate.

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