Billie is telling the next generation of shavers that there are no rules when it comes to body hair. Billie’s mission has been to reach Gen Z and Millennials with a fresh new attitude about shaving, and their new campaign is raising awareness about the confusing societal rules of body hair. With a Gen Z girl reciting a list of contradicting shaving instructions, like how “It’s considered ‘weird’ if a woman has armpit hair or a man doesn’t, unless that man is a swimmer,” Billie is letting young consumers know that whatever they want to do with their body hair is their choice. The brand is even partnering with A Kids Company About to write A Kids Book About Body Hair, which aims to address body hair changes for youth and can be accessed on The Rules of Body Hair website. YPulse’s Personal Care and Beauty Shopping report data shows 62% of Gen Z women are using razors in their personal care routines and 82% agree that women have more pressure from others to be attractive than men. (Adweek)
