New Shaving Brand Challenges the Pink Tax
New subscription-based personal hygiene brand Made For You (a subsidiary of razor giant Bic) is aiming to break gender stereotypes by launching affordable unisex razors. Will more companies adopt this genderless approach and axe the pink tax?
In July 2019, global conglomerate Bic debuted a genderless hair removal brand called Made For You exclusively on Amazon. The launch highlights an important issue: gendered price disparities. American women are charged around 11% more for razor cartridges than men (New York City Department of Consumer Affairs, 2015).
Made For You razors are designed to shave all individuals, regardless of the gender they identify with, and can be used on all parts of the body. The line capitalises on the rise of the genderless beauty category, as more beauty brands are adopting strategies that don’t discriminate.
In addition, Made For You’s Instagram campaign #EveryBodyProject taps into modern consumers’ progressive attitudes towards gender fluidity. The hashtag encourages users to post about the different ways in which they use the razor, regardless of their gender. This outlook is particularly important to Gen Z – about 77% think gender equality is highly important to them and their communities (Irregular Labs, 2019).
The starter kits are priced from $7.99 and include razors that are available in four colours. Users can opt for subscriptions that contain four, eight or 12 refill packs.
Made for You is not the first brand to promote equality in the shaving category. In 2017, US company Billie gave women’s shaving needs the same amount of attention as male-targeted products with high-quality razors. It also presented an anti-pink tax message by pricing its starter packs at $9.