Billie is a new shave and body brand with a fresh, female-first take in a stagnant, male-dominated category.

We cannot be in the business of hair removal and not talk about… hair.

We felt it was time shaving brands stopped tip-toeing around the fact that women have body hair.

We wanted to make body hair a topic of conversation, not tell you what to do with it.

In 1915, for the first time in mass media, women were told by Harper's Bazaar to remove their "objectionable (body) hair." That same year, the first female razor was launched.

Since then, not much has changed. Women are still shamed for their body hair. In fact, women's body hair has been deemed so un-feminine that razor brands have refused to acknowledge it exists. Commercials show women "shaving" perfectly smooth, airbrushed legs.

But everyone has short stubble, long strands, or something in between. What you do with your it is up to you - grow it, get rid of it, or comb it. It's your hair, after all.

Project Body Hair is a celebration of female body hair, wherever it is or isn’t.

The idea was to showcase real women's body hair being shaved - and not shaved - in a razor commercial for the first time in the category's history.

It's the exact opposite of what the competition shows women in their razor ads. Their commercials show women 'shaving' already shaved and airbrushed legs.

We showed beautifully shot leg hair, underarm hair, toe hair, happy trails, arm hair, being shaved or not. Which earned us a lot of attention, reinforcing shaving is a choice, not an expectation.

Project Body Hair sets out to remind women that shaving is a personal choice and no one should be telling them what to do with their hair. Particularly a razor company.

We targeted modern, confident and savvy women who want to look and feel great, on their own terms. They do not appreciate being pandered to or told how they should look.

For too long, women have been made to feel about ashamed about their “un-feminine” body hair. Project Body Hair simply acknowledges that women have body hair (something razor brands have refused to do for the last 100 years) and celebrates their choice to be able to do whatever they want with it.

We launched this body hair discussion with a 15-second teaser ad on one of the most prominent digital billboards in New York's Time Square a few days before the official campaign launch.

On June 26, 2018, we released our film on social media (YouTube, Instagram, Vimeo, Twitter, Facebook, Billie homepage, etc). We also donated all of the beautiful photography of women with body hair we took during the campaign to the photography website UnSplash for anyone to use.

We encouraged everyone (media outlets, bloggers, the general public) to use these images for free and post them far and wide on the internet - this is our way of making the internet a little fuzzier.

The campaign received overwhelming support from women (and men!) all over the world –

we received 3.3+ billion earned media impressions across 23 countries, 21+ million views (60% organic) and over 1.3 million shares & comments. And while we were reminding women that shaving is a choice (not an expectation), we actually ended up completely selling out of razors shortly after launch.

The campaign is also starting an industry trend - inspiring both the biggest player and newer brands in the category to follow suit and feature body hair in their communication.