When I hear a friend, colleague or even stranger in the toilets on a night out say “I couldn’t be bothered shaving my legs”, it’s absolute music to my ears. Because most likely, neither could I.
After I discovered razors in high school, I wouldn’t have been caught dead with a hair sprouting between my knee-high sock and school skirt hem (not as “Oops I did it again” as it sounds). But now, on the wrong side of 25, hair’s sometimes a carefree accessory I wear. And when you realise you’re sporting the same yeti-esque legs as a fellow female, you bond.
This concept might sound a bit ridiculous because well, women have body hair. But the advertising industry hasn’t always worn the same bristly badge with pride. Especially within the hair removal industry. Women have always been presented as more of a Spyhnx than British Longhair. Until Billie.
A brand that specialise in razors “for Womankind”, their “Project Body Hair” campaign in 2018 was the first to show women with hair.
Being completely honest, it wasn’t until I read that they were the first brand to feature women with body hair that I thought about all the other hair removal ads I’d seen and thought, “oh yeah, those women never had hair”. And that’s a really sad thing. We’ve just got used to seeing women with dolphin-smooth legs and shaving over their already hairless pins. Pointless, painful and asking for a rash. And completely illogical – how can you advertise a solution to something that apparently doesn’t exist?
Billie hit the nail on the head, showing women exactly how they should be seen – human, hair-decked and carefree. So, whether you like that clean shaven feel or prefer an extra layer for the winter season, Billie say do whatever makes you feel comfortable. And I’m sure as time ticks away, a lot more hair removal brands will start doing the same with their advertising.
Melissa McPhillips 