Equalicare: Don’t pay for Pink!

Fighting gender discrimination with a single product.

Personal care products can be up to 40% more expensive just because they are designed for woman. And at the same time, they are 100% identical to their male equivalent – information that is cleverly hidden by the industry. 

A new moisturizer with a frontside for women and 40% less expensive backside for men.

In other words: two different designs, two different prices but the same inside. The moisturiser was launched in stores and an online shop. And it didn’t take long for it to make it to nearly every newspaper and TV station in Germany. Sparking a huge debate about gender pricing.

Role | Copywriting, Film Art Direction