Today marks Women’s Day, 8 March. The day is an international demonstration day used to highlight women’s struggles and rights. At the same time, news has found several examples of online shops that use the day actively in their marketing. Among these are the online stores Change and My Muse, which sell underwear, in addition to the online store Coverbrands, which sells beauty products and make-up. An example is Change, which has an offer on underwear sets and fronts this with the heading “Congratulations on Women’s Day”. Read what the various shops answer at the bottom of the article. The underwear store Change is among those who use Women’s Day to sell underwear. Photo: Screen dump – Want equality, not lace panties One person who reacts to stores engaging in such marketing is adviser at the Equality Center and community debater, Carina Elisabeth Carlsen. – I found it frustrating because I think this has nothing to do with Women’s Day. We don’t want lace panties. We want equality, she says. She believes that marketing with congratulations and celebration of women does not focus on what the day is about. – This is a day to mark the fight against the lack of equality both nationally and internationally, says Carlsen. She says she could be more positive about such marketing if there was a minimum requirement that the profit from the sale went to good and relevant purposes, such as a violence prevention resource centre. Carina Elisabeth Carlsen believes that offers related to Women’s Day are frustrating. Photo: Bjørnar Solberg Conscious strategy at the stores Senior advisor at the Consumer Council, Thomas Iversen says that the stores are very conscious of how they market offers and campaigns in the run-up to such anniversaries. Thomas Iversen of the Consumer Council believes that many stores use anniversaries as an opportunity to sell more products. Photo: The Consumer Council – Marketing related to an anniversary or a holiday creates a certain topicality in relation to sales, which presumably means that they sell a little more, says Iversen. Nevertheless, Iversen believes that some companies are more cautious about linking their marketing too closely to Women’s Day because it is not a day many people associate with buying and selling. This is the reply of the shops: Change: In an e-mail, Change writes that they see it as a coincidence that the congratulations are together with the offer. They also say that their offer this week is not specific to Women’s Day and say that the offer will continue after 8 March. Coverbrands: Coverbrands has responded in an email that they have the “girl power” campaign this week because they want to celebrate women and because they want to do something nice for their customers. They also say that they understand that some people thought it would be wrong for shops to sell their products in connection with Women’s Day and say that they will take this into account for future campaigns. MyMuse: MyMuse answers news’s questions directly through an Instagram post. Here they write that their involvement in such campaigns not only reflects their desire to promote their products, but that it also encourages action against social injustice. The post ends with them giving an extra discount to all women on Women’s Day.
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Shops use Women’s Day to sell make-up and underwear – news Norway – Overview of news from different parts of the country
