Dove ‘Women’s’ Deodorant ‘Pink Tax’ Suit Dismissal Affirmed

Dove antiperspirant maker Unilever and retailers didn’t violate Missouri consumer protection law by charging more for a product line marketed to women than for one targeted to men, the Eighth Circuit affirmed.

Plaintiff Karen Schulte “mistakes gender-based marketing for gender discrimination,” the U.S. Court of Appeals for the Eighth Circuit said Tuesday. “She ignores that the different scents, packaging, and labels make the products potentially attractive to different customers with different preferences,” Judge Duane Benton wrote for the court.

Unilever markets Dove “Advanced Care” antiperspirants to women and a separate line of Dove “Men + Care” antiperspirants to men, Schulte ...