AX THE PINK TAX 2018

Winner of the Mass: Integrated Marketing (Fashion & Beauty Marketing) Clio award

In April 2018, EWC helped level the playing field for women by dedicating the month to spreading awareness about The Pink Tax (the extra money women are charged for on everyday products that are identical to the men's version). This was accomplished through an integrated campaign, leveraging digital, print, influencer and retail to showcase the brand’s commitment.

509m+ impressions; 401k visits to EWC website; +1400% increase in Pink Tax conversation; +33% increase in sales YoY

AX THE PINK TAX 2019

In year 2, people were not aware that the Pink Tax was a problem so we made it impossible to miss. This time we gave women tips and the tools to take the matter into their own hands. This was done through an updated website, refreshed look and feel to the creative, media partnerships and an integrated campaign across print, social, out of home, in-center and digital.

308k users (+10% above goal and +12% increase YoY); 353k website sessions (+7% increase YoY); +6.5% increases in searches of EWC YoY