Why has this shaving startup started making blue wine?

Billie blue wine
(Image credit: Billie)

Not only do female employees make significantly less money than their male counterparts, but they are also subject to a ‘pink tax’ on consumer goods. You read that right, female consumers are given less money and then made to pay more. Shaving startup Billie has launched an unexpected marketing campaign that aims to bring extra attention to the issue. Enter blue wine.

The packaging design is nothing to write home about and the drink itself is in a hue more akin to mouthwash than wine (but that's also reminiscent of WKD – a saving grace?), but Château de Blué does make an important statement. It's priced 13 per cent lower than the average bottle of rosé, to represent the difference in the price of a standard razor marketed at women (Billie's own razor subscriptions are actively in line with the male versions). 

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Georgia Coggan

Georgia is lucky enough to be Creative Bloq's Editor. She has been working for Creative Bloq since 2018, starting out as a freelancer writing about all things branding, design, art, tech and creativity – as well as sniffing out genuinely good deals on creative technology. Since becoming Editor, she has been managing the site on a day-to-day basis, helping to shape the diverse content streams CB is known for and leading the team in their own creativity.