US razor brand, Billie, is continuing to push the boundaries when it comes to women’s body hair and how it’s shown - or, rather, not shown - in the media.
A year after their groundbreaking Body Hair Project which saw them become the first women’s razor brand ever to show body hair in an advert, Billie has launched its debut Movember campaign.
It’s now the first women’s brand to participate in the men’s health initiative, which raises awareness of prostate and testicular cancer. On top of that, it’s also the first women’s razor brand to show facial hair. Go, Billie.
Movember for women
The brand will match 100 per cent of donations up to $72,000 to show solidarity with women growing out their moustaches for Movember - because, as Billie points out in their new campaign, ‘women have moustaches too’.
Raising much-needed funds aside, the brand also hopes to tackle the taboo around women’s facial hair, too.
New York City-based photographer and director Ashley Armitage was involved in the campaign and took to Instagram to share her thoughts.
“For me personally, the most stigmatised [sic] hair is facial hair. I have a ton of chin hair (thank you, Italian genes) and to this day it still makes me severely insecure.”
“We’re all on our own journeys. I am so happy to have been on a project that shows chin, lip, and general facial hair on women and non-binary people. It’s about time!”
The brand shot its campaign video in a very similar, playful style to previous adverts.
The Billie razor, in fact, was barely seen and instead, we see people celebrating their facial hair by styling it with gel, highlighting it and combing it.
“What you do with yours is up to you - grow it, get rid of it, or comb it. It's your hair, after all,” the voiceover encourages.
Additional reporting by Caroline Allen.
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