Billie’s New Razor Ad Campaign Normalizes Pubic and Underarm Hair

Exactly one year ago, razor brand Billie broke a seemingly ancient unspoken rule of hair-removal advertising by actually showing the hair being removed from a woman’s leg by the product being advertised. It’s truly baffling that we went so long without seeing such an obvious depiction in the long history of women-targeted razor ads; it only makes sense to show how well a razor works by first showing the hair it’s so efficiently removing (you know, like in commercials for men’s facial-hair razors). And now, Billie is helping to tear down yet another inexplicable taboo with imagery showing more body hair — this time, pubic and underarm hair — that’s been left untouched.

While it may seem strange to advertise a razor by showing unshaven pubic hair, it makes perfect sense not only in the context of Billie’s much-needed envelope-pushing style of marketing but of its new autonomy-celebrating summer campaign, “Red, White, And You Do You.” Set to New Young Pony Club’s “Ice Cream,” the 37-second clip shows a group of models at the beach. Some have pubic hair that reaches beyond the edges of their bathing suits, some don’t; some have shaved armpits, some don’t; it’s hard to tell whether or not their legs are shaved. And that’s the point — it doesn’t matter. All that matters is that the models (and you) are using or not using Billie’s razors the way each one deems right for themselves.

“In this film, we wanted to normalize body hair and show that we have options,” Ashley Armitage, the campaign’s director and photographer, told Refinery29. “Body hair on cisgender men is seen as attractive. Body hair on cisgender women, transgender women, and nonbinary individuals is seen as unattractive, unhygienic, and unacceptable. I want people to feel free to do what they want with their bodies this summer and every summer. Body hair is a personal choice. Shaving it, waxing it, or growing it are all valid, and all up to the individual.”

Armitage and Billie cofounder Georgina Gooley are well aware that some people will be uncomfortable with the campaign’s visuals — but that’s exactly why they think it’s necessary. “Women are just opting to keep their hair, similar to how a man might like to shave his beard or not,” Gooley told Refinery29. “As we see more of this imagery, and as society becomes more accepting that the choice shouldn’t be imposed on women, hopefully we see all types of body hair, and it’ll get to a point where, whether you see it or not, you won’t be raising your eyebrows.”

Watch the “Red, White, And You Do You” video below, and if you’re someone who prefers shaving some of your body hair, you can get your own Billie razors

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