VZHH / Equalicare

Smooth Sensation & Deep Care
Equalicare: Don't Pay For Pink!

Two price tags. But one product.

Women pay up to twice as much for gender-specific hygiene items as men. Even though some products have identical ingredients. In fact, some of them only differ in their packaging’s color – pink instead of blue.

Together with the Verbraucherzentrale Hamburg (Institute for Consumer Rights) we invented a new moisturizer which – when being rotated by 180° – turns from a men’s to a women’s product and vice versa. The tube’s pink side addresses women, the blue one men. Although they share the same packaging, the price is different: in line with the average Pink Tax the women’s side is 40% more expensive.

We promoted our product in a pop-up store, a web shop, with influencers and on social profiles – letting people experience the Pink Tax firsthand.

We recreated the natural shopping experience where hygiene products usually are being sold. And taking account of studies showing that information is more memorable when it’s experienced by multiple senses, a pop-up store was the perfect solution to transport our message. Here, consumers radically experienced inequality in its most concentrated form.

Agency: Serviceplan Campaign International Hamburg
Managing Partner: Markus Kremer, Thomas Heyen
Art Director: Philipp Trübiger
Copywriter: Niklas Scholz
Final Art Specialist: Nils-Christian Sperling
Editor: Danny Hill
Junior Account Manager: Mariah Kattmann

Production: Tempomedia
Director: Peter Haueis
Production Assistant: Madeliene Pfisterer

ADC Germany
Silver in Promotional Packaging Design

Red Dot Design Award
Winner in Social Campaign

New York Festival
Finalist in Positive World Impact
Finalist in Design
Finalist in Public Relations
Finalist in Package & Product Design

Deutscher Preis für Onlinekommunikation
Campaign of the year 2019 / NGO
Winner in Fashion/Cosmetics

Digital Communications Award
Winner in Event & Experiential Marketing

PHNX Tribute
Bronze in Packaging Design

Mobius Awards
Second Place in Point of Purchase

European Excellence Awards
Winner in Fashion & Beauty

Cresta Awards
Shortlist in Brand Activism

AME Awards
Finalist in Creativity for Positive Impact
Finalist in Direct & Collateral