WHAT’S BEING CLAIMED:
- In celebration of the company’s anniversary and the start of summer, Billie released a new campaign “Red, White, and You do You” that tackles being ‘summer ready’ succeeding their first campaign “Project Body Hair.”
- It is believed to be the first time that an advertisement used pubic hair as a material to promote a product.
- The campaign amassed large support online being refreshing, real and uncensored.
Billie, one of the trendy hair removal companies for women, released a new campaign with the tagline, “Red, White, and You do You” that tackles the pressures of being “summer ready.”
The company believes that women should not be ashamed of their body hair, and shaving should be an option, not a necessity.
Their latest campaign is believed to be the first to feature women showing pubic hair. And it has captured approval from a lot of people online for being brave trying to end the stigma about body hair on women being taboo.
The advert features diverse women in bikinis with some showing pubes and pit hairs while others chose to shave.
This is not the first time that the company used body hair to promote their hair removal product. In 2018, being a new company, Billie quickly received massive support after the launch of Project Body Hair, which used armpit hair to send a strong message to women.
Company’s co-founder, Georgina Billie said, “Red, White and You Do You continues to emphasize our stance that shaving is a choice, not an expectation.
“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’.
“A lot of women feel the pressure to remove their body hair when they’re wearing a bathing suit, so we felt like it as the perfect time to get out there and say, ‘no matter what you choose, you’re already summer ready’.”
She added that women’s razor brands have portrayed body hair as ‘socially problematic’ in an attempt to sell more razors but instead, they instilled shame around having women’s body hair.
“By showing and celebrating the fact that women have body hair, we’re hoping to remove the shame around it.
“We shouldn’t be defined by our grooming choices.”
The ad has become viral since its release earlier this week. People are talking about how refreshing the idea is. One said: “So real and uncensored.”
I guess Billie’s marketing strategy to promote the love of body hair versus their body hair removal products for women is very effective. It has sent a strong empowering message for women to love themselves and that shaving is only an option as emphasized. And Billie would be there should they choose that option.