People have been left divided after a razor company launched a body-positive campaign in which women were proudly showing off their pubic hair and bushy underarms.
The controversial campaign directed by the razor brand Billie first challenged the norms last year after showcasing a group of women with unshaved armpits in their commercial.
This year, however, Billie confronted the matter once again – this time with an even stronger message!
“Red, White and You Do You continues to emphasize our stance that shaving is a choice, not an expectation,” Georgina Gooley, Billie’s co-founder, expressed.
“To celebrate our one-year anniversary of Project Body Hair, and the beginning of summer, we wanted to challenge the notion of being ‘summer ready.’
“A lot of women feel the pressure to remove their body hair when they’re wearing a bathing suit, so we felt like it was the perfect time to get out there and say, ‘no matter what you choose, you’re already summer ready.’”
Unlike their competition, Billie is a razor company that promotes the idea of body-positivity and encourages women to choose whether they want to shave or not and what parts of their bodies they want to shave.
Following Billie’s ‘revolutionary’ video campaign last year, several other razor companies, including Gillette, followed the company’s steps.
“Historically, women’s razor brands have portrayed body hair as ‘socially problematic’ in an attempt to sell more razors — they instilled shame around having women’s body hair,” Georgina added.
“For the last 100 years, the idea of women’s body hair was so taboo that we have been seeing commercials where razors shave completely hairless skin — the entire shaving category refused to show it.
“By showing and celebrating the fact that women have body hair, we’re hoping to remove the shame around it.”
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