Bille, a razor company that made a very popular ad last year of women showing off their armpit hair decided to take things a step further with a new ad released a few days ago named 'Red, White, And You Do You'
Body hair has been a taboo issue for a long time especially for women. Everyone has it but few people talk about it openly. In the age of perfect bodies and Instagram perfection, body hair is considered a strict no-no. Thankfully, people have begun to speak out about the unrealistic standards of beauty and even some companies have taken note. One such enterprise is a razor company named Billie, that made quite a splash last year when it launched an ad campaign. In it, models flaunted their armpit hair in order to promote body positivity while also trying to sell its products. The same company has now come out with another ad that is set to be bigger than the previous one. The new ad shows models in bikinis not only flaunting their armpit hair but even their pubic hair.
The ad aims to challenge the pressure faced by women everywhere to be 'summer ready' and shave during armpits or pubic hair or any sign of hair anywhere on them for the hotter months. To be honest, the pressure to flaunt a completely hairless look for women is something that is there all year round, whether summer or winters, spring or autumn. As a company, Billie centers most of its products around women. The 'Project Body Hair' ad campaign last year was the first of its kind to show women with armpit hair.
It drew the attention of not only people but bigger and older companies in the field. Following the ad campaign, world-renowned companies such as Gillette Venus and Joy also followed suit with similar ads. The new ad of the company has now taken its message one step further. Called the 'Red, White, and You Do You,' it shows a number of female models in the beach flaunting their pubic hair. These are not your Victoria's Secret models but women with more realistic and relatable bodies that make the ad's message seem more authentic.
According to the Daily Mail, Billie Co-Founder Georgina Gooley, 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 was the perfect time to get out there and say."
Gooley further added, "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 also 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 added.
Girls: if you don’t subscribe to Billie (razor club) you are missing out and spending way more than you have to on your razors. I’m obsesseddddd.— N i c o l e (@NicoleAlto) June 20, 2019
I truly love this. Grow it, shave it, wax it, whatever it. It should be your choice. Normalizing body hair—on women, men, and all gender identities—seems swell to me. What do you think? (image from razor company Billie) https://t.co/8r3s3KFuEP pic.twitter.com/qOuJv5HsYl— Vicki Stiefel (@VickiStiefel) June 28, 2019
Gooley also said, "No matter what you choose, you're already summer ready. 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.