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Dell's Della for Women | 05/19/2009 7:50 am

Sexism Complaints After Dell Cranks Up The 'Pink' in New 'Della' Website for Women

Many women on the Web wonder why Dell has to go light, fluffy and pretty with educating women on what a laptop can do for them.
By The Staff at wowOwow.com

"Della" has been burning up the Internet.

Computer giant Dell thought it was doing something great when it launched a women’s website, Della, which hopes to inspire people to buy the company’s Inspiron Mini 10 notebooks. Unfortunately for Dell, some think the site’s downright sexist. The site aims to educate women about information technology and is complete with pink, green and patterned computers, but some women say their skills are far beyond what the site has to offer — like "five ways to use a notebook" (get organized, get smarter, get moving, etc.), recommendations on calorie counting and finding recipes.

"Women have been successfully using computers and the Internet just as long as men have; we don’t need babying, special colors or ways to track our workout and diets just to so we’ll buy a computer," writes "violachic" on the Della website."You can do better, Dell. You really can. I won’t be buying or recommending your products until this campaign changes."

Given all the hullabaloo over the new marketing campaign, PR Week says Dell is going to tone down the "pink" on Della.

15 Reader Comments (so far…) Sign In or Register to comment

Libra Lady
Gee…it must be an age thing, but I like the pink or "girlie" colors for laptops…and the tracking of diets and cookbook ideas, why not?  Also, any extra instructions you can get on computer technology is a plus in this ever changing world.  I think this being called sexist is just going overboard…I can see the younger generation, such as my daughters thinking a pink computer would probably not be cool….but for their ole Mom, I like being "cool"!  lol
By Libra Lady on 05/19/2009 8:11 am
laureen f
I think the ladies are getting a little too sensitive when they are ‘offended’ by a color…Geesh!  I’m getting a bit offended by the offended. 
By laureen f on 05/19/2009 8:16 am
Maggie W
That’s so silly.  Phones come in all colors, too, and the the VW Beetles come in an array appealing colors to atttract women buyers.   Pink has been one of the "in" colors for the past three years.  As for the lessons they are offering, some libraries offer the same and the classes are full.
By Maggie W on 05/19/2009 8:27 am
rocky rocky
Well, I went to the site. It’s baby blue now. Can’t find pink anywhere. I don’t know if the content is changed but even for a technophobe like me it sure is lightweight. Get a computer to track your recipes? Oh well. To each his/her own. One comment I found interesting; s/he wrote that Dell probably was "outsourcing" its marketing, suggesting that only someone from another country/culture would make a mistake like this. Somehow, rings true. 
By rocky rocky on 05/19/2009 9:18 am
Momo Henson

Ugh, seriously? Is Dell reaching back into the 1950s for marketing advice? This is classic dumbing-down and clinging to INCREDIBLY outdated stereotypes of women, in addition to playing on women’s insecurities in order to sell a product.

 This is not about colour. This is about attitude and intention. And I *do*, in fact, find it very offensive.

By Momo Henson on 05/19/2009 9:38 am
Linda Lambert
I’m not offended by the colors. Remember when out only choice was "putty"?  I’m more offended by after going through and adding all the necessary options for basic functionality the price is almost double. 
By Linda Lambert on 05/19/2009 9:42 am
aud b

I didnt think it was so bad until the tips on dieting, receipies, and the lack of advanced tech support/education on computers.  I mean, I dig girlie stuff.  My PDA/DASH has been fully girlified with humming birds and fairy glamour. 

I think its terribly cute that dell is so ass backwards…….

who’s a good wittwe dell….who’s a good dell?

<snorts>….morons

By aud b on 05/19/2009 10:42 am
Andrea Brandon

The girlie colors for laptops are fine - I like them. However, I buy their professional grade laptops and guess what…..they don’t come in girlie colors. Just Ken-colors.

I want to believe that Dell built the website because marketing surveys pointed them in that direction. But something’s wrong with this picture.

Since I didn’t know the URL, I entered www.della.com in the browser and hot damn, it came up with "the wedding planner" which is a wedding-related website. HUH??? Obviously I have the wrong website. [Well, gee, what gives here?]

But all’s not lost. The correct URL is  www.dell.com/della

Aha! Lots of pictures of women using their computers……..and none of them appears to be working in a professional environment. The online comments at http://content.dell.com/us/en/home/della-wired-life.aspx are worth a read.

When I look at ANY Dell-related website I don’t want to see recipes or girlie stuff. [Colored laptops are ok.] I want technology info. I don’t want to be insulted or condescended to. But then, Dell’s only doing what other corporations have done for years: created sexist ads and websites.

By Andrea Brandon on 05/19/2009 1:38 pm
aud b
oh yeah… dell is in a country where some parts are ass backwards about women…. wait.. india or the US….. hmmmmmmmm  oh yeah.. BOTH.
By aud b on 05/19/2009 4:49 pm
Libra Lady
My complaint is when I purchased my Dell laptop, it was extra if you wanted it in color…just like appliances….remember avocado or harvest gold kitchen appliances?  I think it was $25 extra for non-white.  Can we ever say "We have come along way baby"?
By Libra Lady on 05/19/2009 6:43 pm
kermie b

I went to the website.  They must have toned down the pink since the complaints, but it is still a lot of women who appear to be independently wealthy since they carry their clutch pocketbook-like pretty laptops everywhere except an office setting.  Appearance is more important than content. 

What would a stereotypical men’s website—featuring the exact same product—look like?  I am only guessing here, but I doubt they would be sitting in their kitchens or lined up at the beach. 

By kermie b on 05/21/2009 8:50 am