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Billie razor campaign shows women confidently sporting body hair
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Published: 15:28 BST, 27 June 2019 | Updated: 15:56 BST, 27 June 2019
A razor company has launched a new campaign featuring females modeling pubic and armpit hair, as it aims to challenge the 'summer ready' pressure placed on women to shave during the hotter months.
Billie, a female-focused razor brand, first launched into the spotlight last year for its Project Body Hair campaign — becoming the first shaving ad to show women with armpit hair.
The company has now taken its message one step further for its latest campaign, Red, White and You Do You, by having women model both armpit hair and pubic hair while on the beach.
New: Billie, a female-focused razor brand, launched a new commercial on Wednesday featuring armpit and pubic hair
Sending a message: The ad features women proudly flaunting their pubic and armpit hair while on the beach ahead of the Fourth of July
Goals: The campaign aims to break the taboo around women removing their body hair, specifically their pubic hair
Priorities: 'By showing and celebrating the fact that women have body hair, we're hoping to remove the shame around it,' said Billie Co-Founder Georgina Gooley
'Red, White and You Do You continues to emphasize our stance that shaving is a choice, not an expectation,' said Billie Co-Founder Georgina Gooley.
'To celebrate our one-year anniversary of Project Body Hair, and the beginning of summer, we wanted to challenge the notion of being "summer ready,"' she continued.
'A lot of women feel the pressure to remove their body hair when they're wearing a bathing suit, so we felt like it was the perfect time to get out there and say, "no matter what you choose, you're already summer ready."'
The idea behind the new campaign comes after the success the razor brand experienced for Project Body hair.
Its original video reportedly garnered more than 20 million views, with people commenting on the empowering message behind showing a woman's armpit hair.
Unlike other razor companies, Billie is selling the products around the idea that body hair should be celebrated and free of any shame, no matter what areas women decide to shave.
The launch of its first video last year actually inspired other companies, including Gillette Venus and Joy, to create similar campaigns.
Billie is now using the momentum in this year's campaign by promoting pubic hair in the Red, White and You Do You ad.
'Historically, women's razor brands have portrayed body hair as "socially problematic'" in an attempt to sell more razors — they instilled shame around having women's body hair,' Gooley said.
Body positive: 'Nobody should have to explain or apologize for,' Gooley said. 'We shouldn't be defined by our grooming choices'
Work it: Billie partnered with Ashley Armitage, who shot Project Body Hair last year, to photograph and shoot the new campaign
Body positive: Multiple moments of the campaign show a woman with her pubic hair underneath her swimsuit. The point, the brand explained, was to remove shame of it
The beginning: The company first launched into the spotlight last year after it released its Project Body Hair commercial showing women with armpit hair
Starting a trend: This ad inspired other companies, including Gillette Venus and Joy, to embrace body hair in their own commercials
'For the last 100 years, the idea of women's body hair was so taboo that we have been seeing commercials where razors shave completely hairless skin — the entire shaving category refused to show it,' she continued.
Gooley believed that not acknowledging the body hair sends the message that women should feel ashamed.
'By showing and celebrating the fact that women have body hair, we're hoping to remove the shame around it,' she said.
The campaign aims to promote body hair as a personal choice for women on if they choose to remove it or keep it.
'Nobody should have to explain or apologize for,' Gooley said. 'We shouldn't be defined by our grooming choices.'
Billie partnered with Ashley Armitage, who shot Project Body Hair last year, to photograph and shoot the new campaign.
The idea behind the video, released ahead of the Fourth of July, was to challenge the taboo topic of body hair appearing on the beach by having every woman in the campaign flaunting their own.
And according to Billie, it is the first razor campaign to feature pubic hair in a commercial for women.
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Published by Associated Newspapers Ltd
Part of the Daily Mail, The Mail on Sunday & Metro Media Group

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