Featured Image: Billie,
Photographed by Ashley Armitage
Celebrated by thousands of women online, the first advert for female-focused shaving which shows body hair has been released by US brand Billie.
Surprisingly, past years have only shown women shaving already hairless legs and armpits when advertising razors. By previously catering to men, female shaving adverts perpetuated the notion that women care for themselves for reasons entrenched with misogyny. Thankfully, Billie have pioneered a brand for women on the option of shaving that does not benefit from selling beauty standards. On the advert, which was photographed by Ashley Armitage, Billie co-founder Georgina Gooley commented: “Only showing smooth, hairless legs seemed like an archaic way of representing women. We have always said shaving is a choice. It’s your hair and no one should tell you what to do with it. We’re excited to launch a campaign that will help normalise body hair and change the one-dimensional way in which women are portrayed.”
The brand, which launched in 2017, proudly states that its “female first” in ethos and follows up with actions beyond their adverts that create positive impact. One example is that they highlight the extra cost women have to pay for toiletries – such as razors – by naming it the ‘pink tax’. To combat the pink tax, their razors are half the price of other women’s razor brands, and, are matched to male razor subscriptions. On the disparity between male and female shaving, the company says: “Shaving companies have always been created for men which may explain why we’re still overpaying for women’s razors and referred to as goddesses for shaving.”.
The narrative of female beauty adopted by brands and shown within advertising has an impact on the reasons women buy products, and more importantly, buy into the larger ideas communicated. In small steps the world of beauty is being entirely re-designed, and, Billie are here to make a profound difference one hair at a time.