Because womankind is both shaggy and smooth
July 9, 2018 4:14 AM   Subscribe

Billie is a US razor brand that targets its products at women. Their recently released commercial is unusual, as it shows what their competitors always omit: women shaving – or combing – actual body hair. They have also created an image library devoted to normalizing female body hair on the internet, to which you can contribute using the hashtag #projectbodyhair.
posted by Vesihiisi (37 comments total) 42 users marked this as a favorite
 
Contrast that with the robot razor ad from Schick, in which you can clearly imagine a male Schick VP telling the ad agency to make the robot razor's breasts bigger.
posted by GamblingBlues at 4:36 AM on July 9, 2018 [20 favorites]


I remember when a second version of the video for 99 Luftballons came out on the Chuck the Security Guard show. It included a live clip of the singer raising her arms to reveal pit hair. A room full of early 80s high school guys lost their minds.
posted by bonobothegreat at 4:55 AM on July 9, 2018 [9 favorites]


Thus finishing his grand survey,
Disgusted Strephon stole away
Repeating in his amorous raves,
Oh! Celia, Celia, Celia shaves!

[with all due apologies to Jonathan Swift]
posted by Joe in Australia at 5:19 AM on July 9, 2018 [6 favorites]


Having a little trouble getting my mind around a razor company sponsoring a celebration of body hair.

However, I want to celebrate young women today: back when I was a hippie, we were all hairy and proud of it. But I don't remember anybody dying the hair in their pits. What a great idea!
posted by kestralwing at 5:30 AM on July 9, 2018 [7 favorites]


I like the backlit hair rising with static electricity. And the razor looks actually useful. Each blade cartridge comes inside a chunk of shaving soap, so you soap as you shave, and there's a magnetic holder thingy so you can stick it to the wall and grab it again quickly as needed. The only other things I want to know about this company that says it's all about women is who owns it and who runs it, and that also seems OK.

on the Chuck the Security Guard show.
The All-Night Show! Yes, women with hairy armpits were particularly weird back then, especially for young men to whom the full mystery of life had yet to be revealed. But a few little tufts of hair wouldn't have frightened Chuck and Ryerson.

posted by pracowity at 6:02 AM on July 9, 2018 [3 favorites]


Just want to say I really, really enjoy the one woman only shaving under the holes in her jeans. It's like they actually talked to women about their shaving habits!
posted by damayanti at 6:14 AM on July 9, 2018 [39 favorites]


I love this. That shaving cream bottle is just so duh and perfect. I stopped using "normal" shaving cream because they're always in metal canisters that inevitably rust and ruin my shower! I use hair conditioner now, which I'll probably stick to because I luckily have very little and very fine hair, but unluckily I live in the UK and this looks like a US company. But this stuff looks like a similar consistency and idea. I wish it was around years ago! Here's hoping they hop across the pond soon. Or at least spur a trend for a copycat brand to form here, just like those men's razor clubs.
posted by like_neon at 6:28 AM on July 9, 2018 [2 favorites]


The song is 'Tomboy' by Princess Nokia for anyone interested.
posted by robotmachine at 6:57 AM on July 9, 2018 [8 favorites]


I just got my Billie kit in the mail a few days ago and so far, I'm a fan. The biggest draw for me, as silly as it seems, was the magnetic holder. It's very minimalist and sleek, unlike some of the other options out there. Also, the shave cream is awesome. A thumbnail-sized dab goes a long way.
posted by chara at 7:00 AM on July 9, 2018 [3 favorites]


I...never thought I would find a razor ad so sexy.
posted by desuetude at 7:10 AM on July 9, 2018 [3 favorites]


I like this and all, but let's be sure we also celebrate the hair not only existing before the shave but not having to be shaved at all! This is the problem we have to wait for advertisers to dictate how much progress we're allowed to have (and still buy into the model they're selling).

I haven't shaved my legs in nearly 20 years! Luxuriously soft beautiful body hairs decorate my legs. WOOT! (AND OF COURSE I don't care if people shave or don't but since reinforcing it's ok to not shave is much harder to come by, let's pump that it's ok!!)
posted by xarnop at 7:33 AM on July 9, 2018 [11 favorites]


Mod note: Folks, the major pitfall of topics like this is having it veer into a series of testimonials about how sexy people find women's body hair. Let's not go there. Thanks.
posted by restless_nomad (staff) at 7:39 AM on July 9, 2018 [30 favorites]


I only shave my pits, but these people are gonna get that money.
posted by greermahoney at 8:19 AM on July 9, 2018 [1 favorite]


Their instagram and general message seems to be Hair Ambivalent. Want to stay natural? Cool. Want to shave? Also awesome. Want to change your mind depending on whatever? Sure, why not.

I am happy with this message.
posted by like_neon at 8:25 AM on July 9, 2018 [19 favorites]


major pitfall

I see what you did there.
posted by datawrangler at 8:25 AM on July 9, 2018 [13 favorites]


Is there a safety razor subculture among women? I got $20 Merkur a few years ago and my shaving costs have plummeted. Obviously it can become a hobby (see /r/wicked_edge), but dumping Gillette and ignoring the allure of Billie/Harry's/Dollar Shave Club-type subscriptions has been a damn good decision for me.
posted by cichlid ceilidh at 8:52 AM on July 9, 2018 [5 favorites]


The youtube comments are safe to read. (is a sentence I've never uttered in my life, but here we are).
posted by el io at 8:59 AM on July 9, 2018 [7 favorites]


Is there a safety razor subculture among women?

You get the occasional post in the aforementioned Wicked Edge subreddit -- more lately, I think -- but it does seem like the wet shave stuff is mostly a male hobby at the moment. I suspect the reason is down to that quote from the former Gilette CEO: "Men view shaving as a skill; women see it as a chore". (The reason why that is the case probably comes down to gendered attitudes about body hair, like the fact that it's far, far more socially acceptable for a man to have facial stubble than for a woman to have leg stubble.)

Personally, I enjoy the process of shaving with a straight razor, but I have to admit there's something to be said for cartridge razors if you just want to get things over with and get on with your day. If you're shaving on "autopilot" because you're sick of having to do it all the damned time, especially when you have to shave as much surface area as your average femme is expected to, cartridge razors are a lot easier and safer.
posted by tobascodagama at 9:14 AM on July 9, 2018 [2 favorites]


Whoa. “Bikini line” hair!? Amazing.
posted by amanda at 9:43 AM on July 9, 2018 [2 favorites]


The neighboring Michelle goes to a barber to get a leg shave video is v. cute and seems reasonable, at least as a special occasion thing, or for spa day. Pedi and a leg shave?

In reading the comments though, it raised a question: they’re all “I’d love my man to do this for me” and “my husband shaved my legs when I was hugely pregnant and it was the best!”. But when I’ve proposed this, I’ve been looked at like a Martian or gotten the “ew, no, someone shaving my legs would be too gross, the very idea, bleh”. Is this a case of kinda into it but unwilling to admit it publicly? Or I never would’ve thought until I tried it? Cuz it seems like you-shave-mine-I’ll-shave-yours would be some deep primate grooming bonding intimacy behavior and partner pampering.
posted by bartleby at 10:08 AM on July 9, 2018 [4 favorites]


Is there a safety razor subculture among women?

There is in our house and at least one more.

After she expressed an interest in my use of safety razors, I snagged my wife a vintage Lady Gillette because of its smaller-yet-a-bit-longer handle and hooked her up with a sampling of razor brands to use and she's been a fan ever since. Ditto for the friend of hers that followed suit via a christmas or birthday or some such gift.

There's a learning curve, sure, but it's not steep. The key is to provide the person who is new to safety/DE razors with that selection of different brands of blades to try until they find one that works best for them. After that it's so much cheaper and, to our tastes anyway, just as easy (if not more so) on the skin.
posted by RolandOfEld at 10:19 AM on July 9, 2018


Bartleby, I think one person's intimacy is often another's intrusion.

I always wondered if that shaving scene with Tilda Swinton from Female Perversions would've worked better if she'd had obvious hair. As it was I just didn't get it.
posted by BrotherCaine at 10:48 AM on July 9, 2018 [3 favorites]


The youtube comments are safe to read. (is a sentence I've never uttered in my life, but here we are).

The ones at the top are fine. Farther down, there's some of what we've come to expect, including several men and maybe a few women who believe that women's bodies are innately gross and need adjustments to be fit to be seen in public. They are getting pushback, but if you don't want to see those, don't scroll down.
posted by ErisLordFreedom at 12:22 PM on July 9, 2018 [3 favorites]


I absolutely, enthusiastically endorse Billie razors. It's probably the only targeted ad I've gotten on Instagram I haven't reported as "spam/scam" (I get a lot of diet-ads, which is a funny way of targeting me because I mostly follow non-diet or health at every size dietitians). I purchased it early on and can't say enough good things about it.

In case anyone is interested in why I like them, I agree with what others have said: the little magnet ACTUALLY WORKS and hasn't fallen down in my shower, their design is non-saccharine and really cute without being insulting, and they actually target their ads to female-identified people (and show hair, obvs). Unlike Dollar Shave Club, which only started targeting women because they realized women = $$$ despite their razors not seemingly designed to be used for shaving legs at all. My friends and I have all talked about how we hold our razor handle in our mouths while lathering up our legs or switching legs, and I think it's doubtful we're the only women doing this. The DSC razor is metal and too heavy and I find they leave behind stubble. The Billie razor is lightweight and gives a close shave without nicks. It's a good price, too, working out for me to under $2/month for how quickly I change out the blades and leading me to shave a lot more often than I used to because it's an object that gives me pleasure.

I shave because I wear leggings and skinny jeans a lot and longer leg hair tends to get tugged with tight pants which becomes a low-level annoyance/pain. I like the softness a lot, too, for my own benefit. I'm happy to say I've never dated a woman who seems to care what I do with my body hair.

There was an AskMe (or maybe it was here on the Blue) thread about how long it takes people to shave their legs and I was shocked that for some people it takes 10-30 minutes. For me it takes about 15 seconds. For that reason I don't really understand safety razors, I know you can get faster with practice but it sounds like you need to lather up pretty well and that's not really my jam. At best I use body wash but with Billie I almost always just use water and their own built-in soap.
posted by the thorn bushes have roses at 1:26 PM on July 9, 2018 [5 favorites]


For that reason I don't really understand safety razors, I know you can get faster with practice but it sounds like you need to lather up pretty well and that's not really my jam.

I mean, not any more than any other razor- and probably less overall because it's a more efficient shave. I think the safety razor is faster because the blades are sharper and *stay* sharper and don't get jammed as easily. Plus you flip it around for the next pass which means you rinse the razor half as many times. I use shower gel or conditioner with my Merkur. I can't imagine switching to any kind of disposable cartridge.
posted by oneirodynia at 1:43 PM on July 9, 2018 [1 favorite]


Follow-up question on the safety razor: I've never had a razor get jammed with hair. Or go dull very quickly. Like to me it's not a problem that needs solving, so I'm wondering if it's a difference between facial hair and leg hair. My leg hair is fairly fine and doesn't grow that quickly so I'm not shaving off long hair. I haven't touched a man's face since my dad's as a kid but men's beards seem to be a whole lot thicker and faster growing than my leg hair / female partner's leg hair.

I'm not asking to be convinced because as I said, I freaking love the Billie razor, I'm just curious.
posted by the thorn bushes have roses at 2:19 PM on July 9, 2018


I only shave my pits because I don’t like the feeling of sweaty pit hair but I would like to support this product. (I’m in the process of designing a one piece bathing suit with boy short leg holes because people frown upon seeing female pubic hair at the beach and I’ve yet to find a one piece that provides full pube coverage.)
posted by Ruki at 3:00 PM on July 9, 2018 [2 favorites]


...that doesn’t include a swim skirt, I should add.
posted by Ruki at 3:01 PM on July 9, 2018 [1 favorite]


I...never thought I would find a razor ad so sexy.

I started watching it at work but decided I probably shouldn't finish.
posted by kenko at 3:36 PM on July 9, 2018


> the thorn bushes have roses:
"so I'm wondering if it's a difference between facial hair and leg hair."

I have thick facial hair. If it's been a few days since my last shave, it'll eventually clog. Benefit is safety razors are insanely fast and easy to clear, which I can't say for cartridge razors. Shaving only takes me a couple minutes—less if I do it daily. The lather from a Barbasol-type canister is more than sufficient. I've found building up a lather from a soap puck to be mostly ritual.
posted by cichlid ceilidh at 6:38 PM on July 9, 2018 [1 favorite]


Thirding that any lather, from bar-o-soap with water to aeresol from a can to fancy badger brush warm towel application, works for safety razor shaving. I may not be a good data point since I can, literally, shave with just water and even no water if I've got a bit of luck on my side. Tough skin and all that I suppose.

I do have clogging with safety razors, even open comb models, due to really thick hair but they are a bazillion times less prevalent than the clogging I'd experience with a cartridge. I'd expect folks with thinner hair to have much less issue. My wife just confirmed this when I asked her.

She says the safety razors irritate her skin less than any cartridge she ever experienced but can't speak to the billie or DSC for simple lack of necessity.
posted by RolandOfEld at 7:39 PM on July 9, 2018


Okay thank you, as I suspected, and no more derailing questions from me, thanks!

I am really dreading when Gillette buys out Billie but until then I’ve been engaging on their posts when I see them on Instagram and will give them my lady dollars until I inevitably find out “my fave is problematic.” I actually worried that they were by the same woman who started Thinx and a few other bullshit companies that objectify women in their advertising and treat their workers like shit, but it doesn’t look like Miki Agrawal is involved in any way.
posted by the thorn bushes have roses at 8:11 PM on July 9, 2018 [2 favorites]


Is there a safety razor subculture among women? I got $20 Merkur a few years ago and my shaving costs have plummeted.

I'm totally into my safety razor. The blades go such a long way, at least for me, and I even got the boar brush and shaving cream and it's lovely and also goes a long way. Going a long way is very important to me because I am so very cheap.

The only downside is that it is difficult to get a close shave in the pit area, so I keep around a multi-bladed razor for when I need a closer shave there (and to take on trips).
posted by Anonymous at 8:16 PM on July 9, 2018


Also I love these advertisements, and I wish I could get over how squicked out I am by pit hair (everyone's pit hair, any gender, testosterone-havers are actually worse because it's so much thicker and longer).
posted by Anonymous at 8:19 PM on July 9, 2018


My marketing background loves this. Because instead of pressuring someone how they SHOULD be they're saying "You do you and we'll be there when you need us."

I don't know how many times I've heard women complain about how awful razor commercials normally are. Seriously, it tells me nothing if a smooth leg is still smooth. And I like being accepting of body hair to sell razors. Because as evidenced, we don't all shave everything and we don't all keep it shaved regularly.

I know for myself I can go weeks or months between shaving some bits and only days between shaving others. I also as a disabled woman have many disabled women-type friends that struggle with pressure to shave and inability to do so.

I just placed an order so we'll see how it goes!!
posted by Crystalinne at 10:35 PM on July 9, 2018 [4 favorites]


The girl shaving her big toe was a goddamned revelation. I thought it was just me.
posted by ersatzkat at 4:01 AM on July 10, 2018 [8 favorites]


I don't know about "subculture" but I love my safety razor. Blades are so very cheap that I end up switching it every few shaves just for a slightly nicer experience, whereas before they were so expensive that I'd stretch them for months. I spend way less than before and get a much closer shave with almost no irritation and no need for double or triple passes, unlike before. No more itching and red bumps!! I just use conditioner and that works fine. Baby oil also worked fine but I had trouble keeping track of where I'd shaved since my hair is really blond and fine.

The only thing I don't like is that mine didn't come with a little protective cap thing and I made the mistake of throwing mine in my purse when traveling and forgot about it until I found it rummaging through my purse and yeah.... not smart. Really really not smart. But that wasn't the razor's fault. I'm sure I could buy a cap thing online somewhere, or just keep it in a little bag or something.
posted by randomnity at 6:48 AM on July 13, 2018 [1 favorite]


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