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This paper aims to discuss the manifestation of masculinity and femininity ideals, mainly in self-care products. We seek to understand how these stereotypes present themselves in the social imaginary and how design gives them shape. The assignment of meaning to shapes, materials, colors and names used in the product design demonstrates its contribution to the (re)production of gender differences with which the material culture works. The reproduction of stereotypes is not conscious, but favors the maintenance of a differentiation system guided by socio-cultural backgrounds. In this article, we seek to interpret the design procedures from the perspective of semiotics, to understand how gender differences are constructed and to identify, through the analysis of some products, manifestations of characteristics socially assigned as male or female.

GÊNERO NO DESIGN: A REPRODUÇÃO DOS IDEAIS DE MASCULINIDADE E FEMINILIDADE