Women’s products cost more. Here’s how to avoid the “pink tax.”

Quoted: “I think that if the consumer is willing to pay more for a certain color, then it’s in manufacturers’ and marketers’ best interest to charge more,” said Christine Whelan, a professor of consumer science at the University of Wisconsin Madison and director of the university’s MORE (Money, Relationships, and Equality) program. “But I do mind that people don’t know about this.”