A high street retailer has lowered costs in response to sexist claims about its pricing.

Nottingham’s Boots stores reviewed its prices of women’s razors and eye cream after an online petition received 40,000 signatures about the ‘sexist higher prices’ for women’s beauty products when compared to men’s.

Women’s razors were priced at £2.29 for a pack of eight but Boots has now halved this price to £1.15 to match the same price per blade as the men’s.

Stevie Wise, the creator of the successful online campaign against the sexist pricing of everyday beauty products, said: “Boots is one of the leading retailers on the high street and I felt obliged to make them aware of their use of different prices for women and men when they are selling the same product.

“The only difference between the women’s and men’s razors is the use of pink packaging for the women and blue for the men, which is ridiculous.”

In the last few months there have been other petitions against items such as tampons being taxed as a luxury product when they are considered a necessity.

Mrs Wise added: “It’s pretty clear women are being ripped off as this is not the first instance of product inequality as moisturisers, hair products and even hair cut prices are vastly different between sexes.”

In response to the price change, Boots UK released a statement and said: “We have never operated a pricing system that discriminates against women so we were surprised and disappointed to see recent examples in the press that did not reflect our standards.

“Boots disposable razors and Botanics eye roll on, are indeed exceptional cases which do not completely meet our principles and we are taking action to correct these prices.

“Following the review of Boots Own brand ranges, we are speaking to our suppliers to ask them to conduct similar reviews of their brands.”

Mrs Wise aims to continue her fight against product sexism and has received support from women’s rights charity the Fawcett Society who believe the gender price match in beauty products to be a ‘small victory for equality.’

VIDEO: Nottingham shoppers will now pay the same for some men’s and women’s items.