Men are buying identical beauty products to the women’s brands all the time, without knowing.

A video, produced by Australian consumer show The Checkout, explores the use of a gender divide in supermarkets, to sell men more ‘manly’ versions of women’s cosmetics.

Companies use a number of effects – including angular designs, darker colours and more precise measurements – to repackage women’s products and market them to men.

Women’s products, meanwhile, are usually smaller, lighter and with flowery designs.

Sales of Dove soap gained over $150 million dollars in sales when it was marketed ‘for men’, with a battleship grey background and imposing angular design.

Watch the clip above.