In ad history, only a few variations of women have made it to the glossy papers or the big screens. What we're shown is an ideal body type, and an ideal woman, that is often unattainable for the majority of us. Images of sexually objectified women, with no bellies, no cellulite, and no stretch marks, have filled the British high-streets and American malls for decades; these images have become our norm. Brands who are brave enough to push boundaries and represent a larger variety of female personalities and body types are the ones that catch my eye. They're distinctive because they show the true reality of most women when other brands don't.
Billie, a razor subscription brand made for women, is willing to take these risks, and it pays off. Their social media and advertising depict a positive body image, that is so often underrepresented, and embraces what feels genuinely human and female. We’re shown bellies, armpits, feet – all close-up, and all full of hair; that’s how women look before they shave, not like the hairless dolphins of the razor advertising past.
Consumers are drawn to brands that challenge stereotypes and are now demanding that businesses take an ideological stance instead of just selling functional goods, and with so many similar products on the market, ensuring a relatable brand story is key.
In America, women pay around 11% more for razors than men; Billie sees this as unacceptable. Fighting the “pink tax” Billie produces razors for womenkind, that are priced fairly, while subtly fighting male hegemony. By doing so, the brand functions not just to sell products but also acts as a political activist, fighting for ethical values.
Billie is giving women the right to choose, with a slogan that reads "however, whenever, if ever", a right that men have had since the dawn of time. The brand embodies gender equality, feminism and female realisation, making their ads a socio-cultural call for action. For consumers, Billie functions as an identity marker, they use the brand to demonstrate their own beliefs in the same attitudes and ideologies.