"Villian"?   I can clearly see that the post and product have sociological value (gendered advertising, etc.), but villian?  I am not clear on how there is a judgement call of good/bad for the product.

I'm a man (who doesn't shave his armpits) but I do have sensitive skin and most deoderants cause armpit rashes.  For years the only deoderant I could find that I liked was made by Almay -- a producer of cosmetics, but it wasn't sold in a gendered way, which I found interesting. (It was primarily billed as "hypoallergenic.") However, they stopped making it in the early '00s and for several years the only stuff I could find that didn't cause me to break out into a rash always had messages like "Goes on gentle on freshly shaved skin!" all over it.  (Often these weren't strong enough for me either, so I wonder if they really were formulated for women beyond just the packaging.) Dove has actually started producing a "fragarence-free" version that works well for me -- and which again is not particularly gendered.

There is a difference between unscented and fragrance-free, actually.  When a product is fragrance-free, it means there's no fragrance added to the product.  When it's unscented, it can still contain fragrance (probably to mask any smell from the product itself).  So if you've got skin sensitivity, you want to get the fragrance-free kind.

I can't seem to find the gender mark on the product label. Am I miss it?

I wonder if there's data on consumer behavior with regards to gendered marketing. It's been mentioned before on here that femininity is considered a liability, so it's probably the case that men would be less likely to buy a shower poof if it weren't marketed as hyper-masculine: http://www.amazon.com/Axe-Detailer-Shower-Tool-Colors/dp/B0017TZD7S

Is there data showing that women would be less likely to buy deodorant if it's not labeled "for women"? Tom's of Maine must've done some market research on the issue before they spent money on an extra packaging for the same product. Otherwise, they're just throwing their money away on misconceptions of gendered marketing.

Obviously, there's a chicken-and-egg problem, since it's also be discussed on here that we get training from very young ages that consumer goods are gendered.

FWIW, My husband and I use this brand, specifically the "Original Care."  It's almost exactly the same as the one on the left, except it's purple, not blue.  Usually there are just an "original care" and a "long-lasting," which are two different colours.  We can't recall ever having seen a 'women's' version at Whole Foods or Trader Joe's, but they were recently bought out by Colgate, so maybe that's a reason for the change.  Alternatively, maybe certain retailers who've picked them up are requiring (female)gender specific labeling?

Some men shave their armpits? God, that is so sexy. Arm pit hair is (wait for it)...the pits!

From Tom's FAQ page:

Why do your unscented products say “unscented”, but still have a smell to them?
Published 09/26/2006 10:18 AM   |    Updated 11/19/2010 09:22 AM
 We do not specifically add fragrance as an ingredient to our unscented products, which is why we call them "unscented". However, some of the ingredients that we use do have a natural fragrance/scent of their own and since we do not use any kind of fragrance maskers in our products, you may detect a slight scent even in our unscented products.

The vast majority of armpit-shavers are women, and a lot of women shave our armpits, so it's really not that odd to assume that shaven skin is more sensitive. Many facial products for men mention sensitive skin since they often shave.

Actually, given two products that are similar and the same price, I always go for the purple one. Purple mouthwash and window cleaner are things I have.

Interesting: Men and women like blue but men like it more, and tend to dislike purples. (I suppose they used survey information.)
http://desktoppub.about.com/od/choosingcolors/f/womencolors.htm

I am female, and this happens to be the deodorant I use.  Specifically, I use the blue gender-neutral one, because I find it effective, reasonably priced, and indeed only slightly-scented (I assume it's the hops I can smell).  In general, my primary criterion for toiletries other than shampoo/conditioner is that they be as scent-free as possible.

I once asked a friend to pick up a new deodorant for me at the store (since this brand is only in specialty shops where I live), and he accidentally got me the purple "women's" version instead.  It smelled almost the same, but was extremely ineffective.  I guess this is because of the "sensitive skin" formulation, but actually the problem was that it was too solid to apply to my armpits -- I had to really rub to get any to stick, which sort of seems counterproductive to being "gentler."  I ended up relegating it to my emergency/travel toiletries and had to go out and buy another one of the blue ones.

Crystal deodorant also does that, with one big difference: there's the "Original", which comes in awfully pink packaging and a breast cancer pink ribbon, and the one "For Men", that has clear packaging and no ribbon. they are the exact same product. I once bought the one "for Men" just because I was sick of having everything pink, but the fact that it said "for Men" irked me even more. here are the pictures:
http://cdn.nexternal.com/crystaldeo/images/30003-low%20res1.jpg
http://cdn.nexternal.com/crystaldeo/images/CBD-Mens-Stick.jpg

If one of them is actually intended to be designed for women, what the fuck is the problem? So what, its purple? Aren't there real, actual problems in the world you all should be focusing on instead of this trite bullshit?

I suggest a look at the armpit whitening products advertised in India, I find that ad appalling, don't remember the company but I'll take a note when I see it again. They're on a bus and the girl covers the neck of her blouse self-consciously because she's sitting and he's standing and he's staring at her, and then when her stop comes we all figure as she happily breezes past him the he's staring at her pits, or may be she flashes her armpits at him while passing by, which are glowing white practically incandescent, and in the next shot its the same, she standing and the guys are sitting, staring at her glowing armpits, and she's so happy with her incredibly white armpits that she smiles at all of them, benign and virginal, letting all that holy light out of her armpits and the men all mesmerized by them, because armpits are the new cleavage or something...I don't know. I was grossed out.

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