Billie is flipping the script on classic fairy tales for Pride Month. The direct-to-consumer razor brand is continuing to challenge tired ideas about body hair in a new Instagram campaign rewriting traditional fairy tale narratives. Its first rewritten tale debuted this week, illustrating “Rapunzel in her tower-turned penthouse with long armpit hair.” Not only does she own the penthouse, she’s not waiting on a hero to save her “because she’s hella gay,” Billie’s post reads. More rewritten tales are set to emerge as part of the brand’s Pride Month efforts, and the tales are illustrated by members of the LGBTQ community. Gen Z is looking for inclusive advertising, and YPulse’s Representation in Action trend data shows that 88% of BIPOC young consumers believe there is something brands can do to reflect diversity and be inclusive. (Marketing Dive)
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