Our research into the Equality and Human Rights Commission triggered an investigation into pink tax, a topic of concern in the era of consumerism.The Pink Tax refers to the extra amount women are charged for certain products or services. Research in various shops and services around London demonstrated casual gender discrimination and inequality in prices for razors, socks, shirts and personal services. A striking price difference was evident in hair salons. Unlike in Taiwan, Japan, and China where men and women are charged the same price for haircuts, in London the price of haircuts varies according to gender.
We went to the Regent Street, Westfield, China Town to collect products and materials to inform our design. We also designed an interview and asked a number of males and females to see their attitudes towards this phenomena. Based on the materials and activities we collected and did, we made our documentary to raise the controversial and provocative issue.
Taking the pink tax documentary as a starting point, We did a lot of research and practical activities including interviews and prototyping. We took a focus on the barber (Barbers in UK charge males and females differently, usually, females have to pay more than males).
The Fairer Barber is a comfortable environment where people got a free haircut, through which we collected all physical information and tried to measure the price in different ways, and also shared their own experiences and opinions about gender equality.
We made a documentary to document the activities on the event day. It communicate with audiences and readers of what we did. It shows the process of the team working and selected clips of the interviews.
We also made an infographic book.
This books contains the information we collected by using differ- ent measurements, which includes time, action, length, weight, difficulty, personal experience. In this way, it proves people’s assumptions of the reasons of the gender priced haircut system may not be right.
Taking haircuts as a starting point, people started to talk about their own experience, stories and opinions not only limited to gender priced products or services, but around the topic of gender equality in a larger scale. Just as what Dr. Liz Moor said, “It is part of a bigger picture which include not only gender, but age, demographic, education.”
In general, this book not only challenges people’s assumptions with concrete examples and info graphics, but also tries to provide readers other approaches to view this problem.
Qiya Wang, a student studying Digital Journalism at Goldsmiths, reported our design.