The attempt to make something that is traditionally masculine more interesting or appealing to women by associating it with stereotypically feminine traits or ideas. Also: pink-ification.
Yet, examples of tech’s pinkification persist.
In February, at a Harvard event designed to get women interested in computer science, sponsor Goldman Sachs handed out cosmetic mirrors and nail files.
—Kristen V. Brown, “How not to attract women to coding: Make tech pink,” The San Francisco Chronicle (California), July 6, 2014
Even the market has latched on to the ‘pinkification’ of several products to make them more appealing to girls as young as six and to women in their 20s and 30s — from Barbie dolls to cellphones to laptops to accessories, just name it.
—Haimanti Mukherjee, “Why colour pink is stereotyping,” Wonder Woman, March 2, 2010
Here’s an earlier usage that doesn’t quite fit my definition:
Pink Ladies is a UK hired car service by women for women.... Female drivers in easily identifiable pink vehicles phone passengers upon arrival and wait until passengers are inside their destinations before driving off....My only hesitation is the stereotypical “pinkification“ of the service.
—Peter Davidson, “Pink Ladies,” Thinking by Peter Davidson, March 15, 2006