strategies

Billie Launches ‘Think of a Woman’ Campaign for International Women’s Day

Billie’s latest campaign begs the question: When your ads disrupt an entire space, what comes next?
article cover

Billie

· less than 3 min read

Get marketing news you'll actually want to read

The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.

When you think of a razor ad aimed at women, you probably imagine shaving nonexistent stubble off a smooth, flexed leg. At least, that’s probably what you thought of before Billie came on the scene.

  • Project Body Hair—Billie’s suite of 2018 ads depicting women shaving (or not shaving) hairy legs and armpits—made it the first razor company to put women’s body hair on screen, Billie’s cofounder and CEO Georgina Gooley told us.
  • “We wanted to communicate that shaving is a choice,” Gooley said, regarding the 2018 campaign.
  • It’s since amassed over 24 million views across 23 countries.

News you can use: Today Billie launched Think of a Woman, a very different ad—this time, with almost no body hair in sight. It’s running across social video with relatively small spend behind it starting today, International Women’s Day.

Watch the ad here, then read on for Marketing Brew’s chat with Gooley and Billie's Senior Director of Brand Marketing Alyse Borkan about what kind of creative comes after an ad that memorably bucked convention.

On evolving a brand

Gooley said that since 2018, Billie’s campaigns have doubled down on its body hair stance, and that she sees Think of a Woman “as a continued evolution of our brand.” As a company grows, it can channel its disruptive ethos into a broader—but still consistent—message.

  • “As with past campaigns, our goal is to challenge the undue pressures women are subjected to in today’s world,” Gooley continued.

On “product-free” spots

The product itself never appears in Think of a Woman, marking a significant departure for Billie. Billie’s team felt strongly about centering the audience versus the product on International Women’s Day.

  • “Because we don’t provide any background on the brand or our products in the film, there is an assumption that we are speaking to people who already know about us,” Borkan told Marketing Brew.
  • But that’s not exactly the case: “Our goal is not to make sure our target audience sees this, but to reach outside of who we typically talk to and spread the message to those who maybe aren’t as familiar,” Borkan added.

Zoom out: For Billie, putting body hair on screen was simply one expression of its larger brand purpose—championing all kinds of women and their bodies—hence why Think of a Woman feels like an on-brand next step.

Get marketing news you'll actually want to read

The email newsletter guaranteed to bring you the latest stories shaping the marketing and advertising world, like only the Brew can.