The female shaving experience comes with a lot of questions: Why am I even doing this? Who am I doing this for?
Billie's goal is to transform shaving from an obligation to a feeling of empowerment. They aim to dismantle the Pink Tax and make shaving accessible to all women, queens, and lady-bosses alike. Women shave what they want, when they want, how they want.
A social campaign will reinforce the concept that shaving is a luxurious act of self-care. Our audience are already queens, and they know it. This social campaign will make the razor an accessory to their badassery, and break away from the "women have to shave" narrative.
OUT OF HOME
Women's razors are rarely publicly advertised, and when they are there is never any hair found on the model. Placing ads in highly-trafficked areas that show powerful women with body hair will challenge the idea that shaving is something nefarious.