I think they're mostly elaborating because the call-to-action is less immediately relevant if you're male. They could add equal text to exhort women to buy the

I think they're mostly elaborating because the call-to-action is less immediately relevant if you're male. They could add equal text to exhort women to buy the product, but it would just state what's already implied, "Buy some pepper spray to defend yourself against attackers". In a culture where men have more authority and power than women, part of the responsibility for giving women back control of their lives and bodies rests with the men who currently wield social status. I think encouraging men to support their female friends and relatives is arguably more important and effective than the actual pepper spray, because that's what will create positive social change.