Equalicare

Verbraucherzentrale Hamburg (Hamburg institute for consumer rights) has been warning against gender based pricing for many years. Unfortunately, with little impact. For this reason, it promoted an experience which attracts people’s attention. It invented a new moisturiser which – when rotated by 180 degrees – turns from a product for men to a product for women and vice versa. The pink side of the tube addresses women, while the blue side is geared to men. Although they share the same packaging, the price is different: in line with the average pink tax, the product for women is 40 per cent more expensive. The social campaign includes a pop-up store, a web shop, the cooperation with influencers and social media.