The film opens by asking you to close your eyes and picture the perfect woman slowly coming towards you. After prompting you to open your eyes, the camera travels through an abstract unconscious revealing a cast of underrepresented women who may not have immediately come to mind. The script uses visual misdirection and wordplay to flip one gender stereotype after another. For example, when the voiceover probes, “Did the woman you envision have long flowing hair?”, we reveal a beautiful Black woman with box braids flowing in slow motion. When we ask, “Was she in her prime?”, we see a woman in her 70s. The film's final question serves as the ultimate wakeup call: “When asked to think of the perfect woman – did you think of you?” It culminates in a final message: let’s think about what we think about when we think of a woman.

As the first women’s razor brand not born from a men’s company, Billie’s mission has always been to champion womankind in a category where women were previously shamed for having body hair and spoken to as “girlie girls”.

Billie has always represented a diverse group of women in branding, donated 1% of revenue to women’s causes around the world, and put women at the center of every business and product design decision. For years, the razor category depicted women as tall, blonde, white, cis “goddesses” with long flowing head hair—but absolutely no body hair. After years normalizing body hair, Billie wanted to go a step further and remove even more everyday pressures women face.

Our objective was to expose the bias associated with the word “woman,” to relieve all women from the incredibly limiting boxes, gender roles, and societal pressures that being a woman or looking like a woman entails.