The campaign aims to promote body hair as a personal choice for women on if they choose to remove it or keep it. 'By showing and celebrating the fact that women have body hair, we're hoping to remove the shame around it,' she said. Gooley believed that not acknowledging the body hair sends the message that women should feel ashamed.
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'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. Starting a trend: This ad inspired other companies, including Gillette Venus and Joy, to embrace body hair in their own commercials '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. The launch of its first video last year actually inspired other companies, including Gillette Venus and Joy, to create similar campaigns.īillie is now using the momentum in this year's campaign by promoting pubic hair in the Red, White and You Do You ad.
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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. Its original video reportedly garnered more than 20 million views, with people commenting on the empowering message behind showing a woman's armpit hair.
The idea behind the new campaign comes after the success the razor brand experienced for Project Body hair. '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."' '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. '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. 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
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