Focusing on the one fundamental element that razor brands actively omit in their commercials, shaving company Billie embraces the female body hair as the key component that drives its latest campaign.
Titled 'Project Body Hair,' the initative harnesses the brand's core values and puts them to the front. With a "female first" mentality, the promotional materials feature women through the "female gaze." The campaign video is shot by Ashley Armitage and leverages the unapologetic attitude of Princess Nokia, who dominates the audio component.
To break the stigma of female body hair in the 21st century, razor brand Billie is also donating a collection of photography that exhibits proudly hairy women to Unsplash — a popular stock photo site. The shots are free and open to the public for use.