Chick Beer tried to entice weight-conscious women with the brew’s 97 calories and 3.5 carbs per bottle, “about the same as half of a carrot.” And Clutch, a brand of dryer sheets, encourages men to “grab your manliness,” promising that “girls will like the way your clothes smell, or we’ll refund your order.” Gender-tailored marketing messages from these brands and others—including Mangria and Pink Power tools—are common, yet new research shows they can turn off consumers, particularly women.

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