# Unapologetic Personal Care Campaigns Billie Wants People to Stop Saying Sorry for Being Themselves By Laura McQuarrie | Published 2020-05-25 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/personal-care-campaign References: [refinery29](https://www.refinery29.com/en-us/2020/05/9804720/billie-razor-quarantine-zoom-campaign) & [instagram](https://www.instagram.com/p/CAFoqK1jSGw/?utm_source=ig_embed&utm_campaign=loading) [Billie](https://www.trendhunter.com/trends/billie-bodycare), a brand known for its disruptive and realistic personal care campaigns, is introducing a new campaign that helps to address the woes many people are facing in quarantine. At a time when video calls are part of the new norm, Billie's latest campaign helps to address the fact that people are seeing their own faces more than ever and are prone to apologizing for their appearance. The new campaign was inspired by Billie's own team, which is 80% women. According to a brand representative, "Too often, our knee-jerk reaction is to scrutinize the face staring back at us and immediately apologize for it, often without even realizing we're doing it. Maybe it's for our unwashed hair, shiny foreheads, or grown-in eyebrows—but in reality, we're just apologizing for looking like ourselves." ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 70% | Activity: 71% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Anti-apology Marketing:** Disruptive innovation opportunity for personal care brands to create campaigns combating the pressure to apologize for natural appearances. - **Realistic Personal Care Campaigns:** Disruptive innovation opportunity for personal care brands to create campaigns promoting self-love and acceptance through challenging societal beauty standards. - **Empowering Women Campaigns:** Disruptive innovation opportunity for personal care brands to create campaigns that inspire and empower women by celebrating their individuality. ### Who This Affects Most - **Personal Care Industry:** Disruptive innovation opportunity for established personal care brands to offer more diverse and inclusive options and marketing campaigns. - **Cosmetics Industry:** Disruptive innovation opportunity for cosmetics brands to shift away from unrealistic beauty standards and embrace imperfection. - **Advertising Industry:** Disruptive innovation opportunity for advertising agencies to focus on promoting realistic portrayals of beauty and individuality through targeted ad campaigns. ## Related on Trend Hunter - [Affordable Targeted Bodycare](https://www.trendhunter.com/trends/billie-bodycare.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Bold Beauty Campaigns](https://www.trendhunter.com/trends/i-play-beauty-campaign.md) - [Honest Shaving Campaigns](https://www.trendhunter.com/trends/any-hair-anywhere.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Effortless Skincare Campaigns](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me.md) - [Imperfect Parenting Campaigns](https://www.trendhunter.com/trends/perfectly-imperfect-parenting.md) - [Body Positivity Campaigns](https://www.trendhunter.com/trends/nobodylikeyou.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md)