Gender marketing includes studies and actions that adapt marketing policies depending on the targeted gender. Gender marketing mainly has applications in product policies and advertising.
The gender marketing practice comes from the USA where it is much more developed.
Gender marketing can sometimes be a controversial subject and lead to bad buzzes when it awkwardly supports or reproduces gender stereotypes.
Bic has been widely mocked when launching in Europe a "confortable pink" pen "just for her".
Elle Degeneres laughing at Bic pen for women :
Never a pen has had so many consumer reviews on Amazon in a few days.