Australia’s first deals site for gays and lesbians launches

Australia’s first gay and lesbian online shopping portal has launched.

Devised by Pink Media Group, Pink Rewards is a one-stop destination for discounted products and services in travel, beauty, technology and fashion.

Among the brands with offers on the site – which takes advertising – are Webjet, Marie Claire, Naked Tan, Star Shots Photography, Red Balloon, DNA Magazine, Laser Clinics Australia, Marcuse and Pacific Magazines.

Ben Mulcahy, Pink Media Group’s MD, said: “Current shopping sites are not tailored to our lifestyle. The imagery is predominantly heterosexual couples, many products for families with kids. We want products and services which are tailored for our lifestyle at rewarding prices.”


  1. brian
    13 Jul 12
    11:21 am

  2. briliant concept

  3. WD
    13 Jul 12
    11:26 am

  4. “Current shopping sites are not tailored to our lifestyles”??? So gay and lesbian people don’t go holidays, have massages, eat in restaurants and have their hair done? What a load of cobblers! What’s his site going to sell – leather hot pants and rubber fists?

  5. Lucio
    13 Jul 12
    12:01 pm

  6. One can never have enough rubber fists, WD.

  7. WD
    13 Jul 12
    12:29 pm

  8. Not a truer word said, Lucio.

  9. TT
    13 Jul 12
    12:34 pm

  10. It’s obviously selling a sense of belonging, which is a powerful motivator to spend particularly if you are feeling othered by ‘mainstream’ society.

  11. Macsmutterings
    13 Jul 12
    12:47 pm

  12. did you say leather hot pants… I’ve been looking for a pair of them for ages

  13. PB
    13 Jul 12
    12:48 pm

  14. I don’t think that gays and lesbians need a site just for them. Most offers on the landing page take you straight back to the normal site anyway. I think it’s silly that by changing the background to pink and adding in an offer featuring two gay people advertising cheap photographs, they think they have created a unique gay shopping offering online.

  15. JDW
    13 Jul 12
    12:49 pm

  16. Who is the queen responsible for this disaster?! I’m gay and the sight scares me!
    That’s all.

  17. Nat
    13 Jul 12
    12:59 pm

  18. I gather noone actually clicked the link and took a look at whats on offer? It is very clever i think. Definitely speaks to the Gay and Lesbian market and think it will do well!

  19. Emmy
    13 Jul 12
    1:22 pm

  20. I think it’s a bit weird, actually. I’m part of the LGBT community and have never felt like sites like scoopon etc “don’t cater to me”. Regarding imagery – what’s that got to do with the product? If I saw ads etc on a mainstream site with gay couples I’d actually feel like they were pandering a bit, like when you see the perfectly racially diverse photos. Feels a bit forced. Having an LGBT-specific site just kind of reinforces the “separate but equal” idea that we know so well…. or am I reading too much into this??

  21. Nicky Bryson
    13 Jul 12
    1:34 pm

  22. I think it’s fantastic! I will absolutely use this site.

  23. Riarn
    13 Jul 12
    2:23 pm

  24. Why do some gays want to identify themselves by their sexuality?
    “No i cant shop on regular sites, for I am gay and therefore apart from you.”

    Nothing helps promote equality more than showcasing that you have special needs unlike everyone else

  25. a-muse
    13 Jul 12
    3:13 pm

  26. Is this an LGBT-specific “site”, or an LGBT-specific “portal” to other sites/products that are clearly acknowledging our community and providing opportunities to purchase products and earn rewards/discounts.

    Of course imagery is important (ask any marketing guru).

    While these organisations seem to have no problem catering to our tastes, offering us discounts if we spend our pink dollar with them and idenitfying/acknowledging us a viable(?) community…. would any of them be so eager to “publically support the gay marriage bill” on their websites!!!

    Do I detect double-standards?!?!?!

  27. David
    13 Jul 12
    3:17 pm

  28. I love it! I like the selections for the guys, big fan on swimmers and undies!

  29. Big Gay Al
    13 Jul 12
    3:55 pm

  30. Don’t Gays and Lesbians just want to be accepted like everyone else? Why do they need to be treated any differently with their own rewards program? Maybe we should start creating them for all sorts of community groups and minorities.

  31. Logic
    13 Jul 12
    4:25 pm

  32. can’t wait for the group buying site for gluten intolerant … because as someone who is gluten intolerant I’ve always felt that groupon/scoopon/livingsocial just never acknowledged my lifestyle … what with their pro-gluten stance and all.

  33. Simon
    13 Jul 12
    4:44 pm

  34. I don’t see why all you people have this huge problem with it, Its a portal to other websites that are offering specials. There i’snt a button that says if your “hetro” get off our site. Its just where Gay and Lesbian people can go and shop and take advantage of great deals. Its open to everyone. I think its great! I will be using this site, and will be telling my friends about it. Being gay myself i do not feel its segregating the community, its a tool to help enhance a lifestyle. Its a very clever marketing tool. Its business. Ben Mulcahy is a master mind to come up with this idea!

  35. Ann
    14 Jul 12
    1:40 pm

  36. Huge market with lots of disposable income

  37. Amanda Hamilton
    16 Jul 12
    4:37 pm

  38. I have a question …

    I lived in Spain for 5 years with my son, and through health reasons had to come back to the UK. I still have my home there – rural, mountainous country 45 mins from the coast. My gay mates have said to me it’s the most beautiful place and that I should “market it to the Pink Pound” – exactly what they said.

    I have no idea how to go about doing that and, not being gay myself, am anxious to not offend by saying the wrong thing. It is a lovely place – immaculate, private roof terrace etc (I don’t want to go on, I’m not trying to sell it to you, I’m after advice!!).

    Do you have any thoughts that could help me navigate this terrain?