American brand Billie is the first brand to advertise women shaving with visible body hair.
Billie has received praise on Twitter with users citing it as “refreshing” and “catered to women’s needs not men’s,” Ads for men’s razors have always shown men trimming beards whereas women’s razor advertisements have shown women shaving smooth legs and “haven’t acknowledged female body hair,” according to mybillie.com.
Yo I just saw an ad for Billie razors and I was so refreshed with their commercial. It depicted the razors actually shaving REAL HAIR and on armpits and toes and places women actually use razors? Also shaving the patches of skin visible in ripped jeans like we haven’t all done it
— Vixen Visuals (@KellysAFox) July 13, 2018
I love my billie subscription service. I’m in LOVE LOVE LOVE with their shaving cream and lotion. Their razors are catered to women’s needs not men’s. We aren’t built the same way why… https://t.co/jDkVoOqp41
— Bee (@oopsienotsorry) October 20, 2018
Billie aims to tackle “Pink Tax” – the phenomenon of gender-based price discrimination in which women’s products are priced higher. Serena Williams, who invested in Billie, told the Daily Edge, “The shaving industry is dominated by male brands which have traditionally overcharged and under-served women.”
Research conducted by RIFT, the Tax Refund specialists, showed that in the UK a pack of four disposable razors are 6.28% more expensive for women. Women also pay 10.63% more for deodorant than men.
The company donates 1% of all revenue to women’s causes around the world, including Every Mother Counts, a campaign for safer pregnancy and childbirth.
Feature image Billie on Unsplash
Words: Fiona Patterson
Subbing: Sorcha Gilheaney