A razor company has launched a new campaign that celebrates the female mustache in an effort to change the conversation about female body hair.
The trendy, women's-focused brand Billie has earned its spurs in the razor industry by launching barrier-breaking advertisements that actually promote female body hair – and now the company has set its sights on women's mustaches.
& # 39; For us, female mustaches were important to talk about – we all have them, in one form or another, but nobody talks about it except when it's time to discretely remove them, & # 39; Billie Co-founder Georgina Gooley told DailyMail.com of the latest campaign, which was released in honor of the month-long charity campaign Movember.
Embrace the hair: Razor brand Billie has launched a new campaign for the female mustache
Trailblazer: Billie has earned his spurs in the industry through advertisements with female body hair
Exciting conversations: the brand told DailyMail.com that it hopes the new campaign will encourage women to embrace their body hair
In the campaign advertisement, it shows women who proudly model their upper lip hair for the camera & # 39; s.
& # 39; Our hair has a very important announcement to do … women also have mustaches, & # 39; express the campaign models while proudly showing their facial hair.
& # 39; The world may not know this, because we experience a lot to hide them, & # 39; the ad continues, showing women using a range of hair removal products such as wax, razors and lasers to remove the upper lip from all hair.
But Billie encouraged women to embrace their facial hair for November instead of trying to hide it.
& # 39; Let's grow and participate in this Movember & # 39 ;, the campaign encouraged viewers. Because a & # 39; stache is a & # 39; stache. And we must not let our perfectly good ones waste. & # 39;
Movember was the optimal time for Billie to launch her latest message about body hair, as November is typically devoted to men who grow their mustache to raise men's health awareness.
Now the razor brand hopes that women can participate in the cause by modeling their own facial hair without the pressure to hide it.
Time for change: the advertisement showed women who used different hair removal methods in an attempt to remove their mustaches. Ultimately, the brand encouraged people to embrace them instead
Priority: & # 39; We hope to encourage women to feel more comfortable with their upper lip hair, & # 39; said Billie co-founder Georgina Gooley
Girl gang: the new advertisement comes at the start of Movember, a movement followed by men in November to promote men's health
"We hope to encourage women to feel more comfortable with their upper lip hair," Gooley said. & # 39; We have put a lot of effort into hiding them all our lives and we want women to be able to carry them out in the open if they want. & # 39;
People participating in the campaign are encouraged to visit Billie's Billember team page to donate money. Billie promises to match 100 percent of the donations to $ 50,000.
"Because we encourage women to celebrate their own mustache by joining the Billie Movember team, we also wanted to make sure that we do our bit to support the cause," the brand explains.
Billie first made headlines when it launched its Project Body hair campaign in 2018 to challenge how shaving advertisements show female hair.
At the time, the release of the advertisement led to conversations about body hair and how it should be viewed, because campaign models were shown with armpit and leg hair instead of smooth skin.
Charity: Billie encourages people to donate to their Movember page to promote the charity. The brand then corresponds to 100 percent donated for up to $ 50,000
Start a movement: the new advertisement comes on the heels of Billie who used her campaigns to cover other female body hair, such as pubic hair and armpit hair
& # 39; Prior to Project Body Hair, shaving brands only showed razors that glided over women's completely hairless skin, & # 39; said Gooley. & # 39; For more than a century, women's body hair has become too & # 39; taboo supposed to really show it someday. Our campaign was a historic first and has begun to resolve the unrealistic images of women in mass media. & # 39;
Billie has also noticed more inclusive messages about body hair from other brands after the Project Body Hair was released.
Then, this summer, the brand created the Red, White, and You Do You campaign that showcased pubic hair on the beach – which also led to conversations about women and their body hair.
And Gooley revealed that the company is not going to delay his messages and said that next year for Billie & # 39; a big one for the company & # 39; will be.
& # 39; We are so happy that Billie opened the doors for other brands to finally portray women in a more multidimensional way, & # 39; Gooley added. & # 39; We are happy to defend this change and are excited to help the industry move forward. & # 39;
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