A razor company has launched its own discounted blue wine as a way to comment on the Pink Tax — which represents the extra amount women pay for goods and services.
Billie, a company known for its creative and conversation-starting razor ads, launched the Château de Blué ($14.87) limited-edition wine that’s ’13 [per cent] less than its pink counterpart,’ a press release stated.
The company thought the use of wine would be the best way to comment on gender bias in retail and other areas, so it launched the limited-edition blue beverage.
Innovative: Billie is a company known for its creative and conversation-starting razor ads. It released a limited-edition blue wine to comment on the Pink Tax
Drink up: The Château de Blué ($14.87) limited-edition wine that’s ’13 [per cent] less than its pink counterpart,’ a press release stated
Gender-bias pricing typically impacts areas of the market where businesses can distinguish between ‘male’ and ‘female’ products, like with razors or kids toys.
The ‘female’ version of the product will then be marked up significantly more than the other version, which is now known as the Pink Tax.
Billie’s Château de Blué works to call attention to the Pink Tax while also informing consumers the company’s products are never priced based on gender.
‘Blué is a full-bodied wine with notes of oak, blueberries, and just a hint of gender bias,’ the brand wrote.
It also labeled the bottle of wine a ‘steal’ because it was ‘13% cheaper than the average cost of Rosé,’ a wine that is notably pink.
Billie picked 13 per cent as its sale line because razors for women are typically marked up 13 per cent, the company claimed.
It believes the release of the wine is ‘flipping the Pink Tax on its head’ by starting conversations about the gender-bias pricing that still plagues industries.
Clever: Billie decided to price its blue wine 13 per cent lower than the average bottle of Rosé because women’s razors are typically 13 per cent more expensive, the brand said
Frustrating: The Pink Tax represents the extra amount women pay for goods and services
Priorities: Billie stated its company has no Pink Tax on any of its razor products
Billie shared its new campaign pitch on its Instagram, which confused some customers who wanted clarification on what the company actually sold.
One consumer wrote: ‘Wait you sell wine now? As well as razors?’
A representative addressed the question by writing, ‘We turned everyone’s favorite pink thing blue to call out how BS we think the pink tax is (which our razors are free of).’
Billie has previously sparked conversations for other campaigns, including its most-recent ad for razors.
In the ad, the company decided to feature women proudly displaying both their pubic and armpit hair while on the beach.
‘Red, White and You Do You continues to emphasize our stance that shaving is a choice, not an expectation,’ said Billie Co-Founder Georgina Gooley at the time of the ad launch.
‘A lot of women feel the pressure to remove their body hair when they’re wearing a bathing suit, so we felt like it was the perfect time to get out there and say, “no matter what you choose, you’re already summer ready.”‘
Innovative campaigns like these have helped the company garner millions of views online and grow its consumer base.