Focusing on the one fundamental element that razor brands actively omit in their commercials, shaving company Billie embraces the female body hair as the key component that drives its latest campaign.
Titled 'Project Body Hair,' the initative harnesses the brand's core values and puts them to the front. With a "female first" mentality, the promotional materials feature women through the "female gaze." The campaign video is shot by Ashley Armitage and leverages the unapologetic attitude of Princess Nokia, who dominates the audio component.
To break the stigma of female body hair in the 21st century, razor brand Billie is also donating a collection of photography that exhibits proudly hairy women to Unsplash — a popular stock photo site. The shots are free and open to the public for use.
Female-Centered Empowering Razor Campaigns
Billie Celebrates Female Body Hair with Its New Video
Trend Themes
1. Female Body Hair Acceptance - Embracing female body hair as a positive attribute challenges societal norms and opens up opportunities for inclusive and empowering beauty campaigns.
2. Female-first Marketing - Creating promotional materials that cater specifically to women challenges the traditional male-centric approach and taps into a growing market demand for inclusive and relatable advertising.
3. Breaking Stigmas Through Visual Representation - Using photography to showcase proudly hairy women helps to dismantle societal stigmas surrounding female body hair, creating an opportunity for brands to challenge beauty standards and promote self-acceptance.
Industry Implications
1. Beauty and Personal Care - The beauty industry can embrace female body hair acceptance and challenge beauty norms by offering inclusive grooming products and tools specifically designed for women.
2. Advertising and Marketing - By adopting a female-first marketing approach, brands can connect with their target audience and drive sales by addressing the unique needs and preferences of women.
3. Stock Photography - With the demand for diverse and inclusive imagery on the rise, stock photo platforms have the opportunity to embrace and showcase a broader range of beauty ideals, including female body hair acceptance.