Women paying more for deos?

This Time article on how much some specific groups (women, men, ethnic minorities) pay more for some goods and services is very interesting ( http://moneyland.time.com/2012/05/18/when-consumers-pay-more-due-to-race-or-gender/ ). But especially when we think about deos. Because the fact is there is no reason for this to happen – there is no technology reason for this, prices tend to be the same across men and women ranges,… I think the reason for this to happen is pure consumer behaviour. I would speculate that, actually, women, are prone to buy more expensive deos then men, as they go after value added benefits – like anti-stains, dermatologic care, hair control,… Many of these variants and benefits (premium ones) are also available for men, but I would say that probably more women buy them then men, which then increases the average. Still, as personal care companies continue to explore the male market, driving needs and benefits, I would say that it might be really interesting to have a second look at this in a few years.