American company becomes first to show female body hair in adverts

A women’s razor company has become the first to show female body hair in its adverts as part of a campaign to tackle the taboo surrounding fluff and stubble.  

Project Body Hair, by Billie, was created to combat the number of commercials that feature women waxing or shaving already hairless legs and armpits.

Their website invites women to ‘help us make the internet a little fuzzier’ by sharing their free stock images of female body hair, or submitting their own to expand the gallery. 

Writing on their website, the founders said: ‘For the past 100 years, women’s razor brands haven’t acknowledged female body hair. Commercials show women “shaving” perfectly smooth, airbrushed legs. Strange, huh?

 

American razor company Billie have become the first brand to feature female body hair in their adverts 

The company are featuring hairy legs, armpits, and even toes in their clips to tackle 100 years of taboo around female body hair

The company are featuring hairy legs, armpits, and even toes in their clips to tackle 100 years of taboo around female body hair

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

One of their adverts features hairy legs, armpits, abs and even toes to tackle the stigma around having a hairy body as a woman.

Their advert says: ‘Hair – everyone has it. Even women. The world pretends it doesn’t exist – but it does. We checked. So however, whenever, if ever, you want to shave, we’ll be here.’ 

Billie also claim to be tackling the ‘pink tax’, which campaigners nicknamed the extra cost of women’s products compared with men’s items such as razors, by charging similar prices to razors aimed towards men. 

The company was founded by Georgina Gooley, and Ashley Armitage works as its director and photographer. 

Ms Armitage told BuzzFeed As/Is: ‘It’s amazing that Billie is the first shaving company to actually show women with body hair. In all razor commercials, for some reason I can’t wrap my head around the fact that models already have smooth hairless skin. 

‘How can you know that a razor is even doing its job if all it’s doing is swiping off some shaving cream? And more importantly, why is showing female body hair so taboo?”’   

Director Ashley Armitage said: 'In all razor commercials, for some reason I can’t wrap my head around the fact that models already have smooth hairless skin' (pictured)

Director Ashley Armitage said: ‘In all razor commercials, for some reason I can’t wrap my head around the fact that models already have smooth hairless skin’ (pictured)

 Many women have responded positively to the advert online, praising the company for their bold decision, with one individual even comparing it to seeing the moon landing for the first time

 Many women have responded positively to the advert online, praising the company for their bold decision, with one individual even comparing it to seeing the moon landing for the first time

The company was named Billie as the creators loved that the name had changed from a man’s name into a predominantly female one. 

They said it was ‘kind of like what we hope to do in the male dominated shaving category. Make things a little less boy and a lot more girl’.

Many women have responded positively to the advert online, praising the company for their bold decision.

One wrote: ‘First commercial ever acknowledging female body hair! It kinda feels like seeing the moon landing for the first time.’

Another said: ‘Finally, a freaking women’s razor that embraces body hair. Freaking DOPE. Thank you, Billie.’

One added: ‘Nothing is more beautiful than natural body. This is so empowering for many of those who think girls should do a thing with their bodies just because a society (men) says so.’

One amusing shot shows a woman blowdrying her armpit hair. Their advert says: 'Hair - everyone has it. Even women. The world pretends it doesn't exist - but it does. We checked'

One amusing shot shows a woman blowdrying her armpit hair. Their advert says: ‘Hair – everyone has it. Even women. The world pretends it doesn’t exist – but it does. We checked’



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