#71Razors

Wilkinson’s #71Razors campaign challenges the entrenched “pink tax” in the razor market by addressing gendered pricing and product differentiation. The brand positions itself as a progressive, equality-driven player within the beauty category, emphasizing that shaving is a universal need unaffected by gender identity. By offering 71 differently colored razors—each corresponding to one of Facebook’s recognized gender options—and pricing them identically, Wilkinson confronts the financial and societal biases women and gender-diverse consumers face. The campaign’s core insight lies in the recognition that conventional beauty products often reinforce gender stereotypes, which can lead to unfair cost disparities and limited self-expression. By aligning product variety with the expansive spectrum of gender identities rather than binary categories, Wilkinson taps into a growing social discourse on inclusivity and authenticity. The creative strategy leverages color as a symbol of individuality and embraces social representation to make the brand relevant to a wider, socially conscious audience. Moreover, the campaign extends beyond product promotion by donating proceeds to LGBTQ causes and committing to gender-neutral pricing on all future razor products, reinforcing the brand’s long-term dedication to equality. This integrated approach connects emotionally with consumers who prioritize values around fairness and diversity, while simultaneously differentiating Wilkinson in a commoditized market. The campaign’s timing and media utilization—centered around a single media asset deployed in Germany—focus on creating a meaningful cultural conversation rather than driving immediate mass engagement, indicated by modest digital metrics. Overall, #71Razors exemplifies a market strategy grounded in social relevance and purposeful innovation, aiming to reshape consumer perceptions of gender norms within personal care and align the brand with broader conversations about inclusion and fairness in the beauty industry.

FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally. This campaign embodies “Symbolize the Problem” by using the 71 different-colored razors as a direct symbol for gender spectrum and the fight against the pink tax. Rather than depicting price discrimination or consumers struggling with gendered products, the creative device turns the act of offering 71 gender-labeled razors into a metaphor for inclusivity and equality. The campaign’s central action—assigning a razor to every Facebook gender option and charging one price—becomes an illustrative analogy that makes the abstract social issue visible, meaningful, and memorable.