The new campaign celebrates female facial hair
“Women have moustaches too” – that’s the message that Billie wants to send this Movember. The razor brand has become the first women’s brand to participate in the annual charitable movement that raises funds and awareness for men’s health, from prostate cancer to depression.
Following on from previous body-positive campaigns including “Red, White and You Do You” which put pubic hair front and centre, this new initiative is part of Billie’s ongoing goal to spotlight and normalise women’s body hair.
Reminding everyone that women, too, have upper lip hair, Billie is asking women to grow out their moustaches this Movember and will match 100 per cent of contributions up to $50,000 to be donated to the Movember Foundation.
In the accompanying campaign video, we see the lengths that women will go to hide their facial hair, from waxing to laser, before the brand calls on them to embrace what comes naturally. “Of all the places women grow hair, the upper lip seems to be the one most rarely talked about and the most taboo,” co-founder Georgina Gooley says. “We’re excited to make it the hero of our latest campaign and put our hair to good use in the name of a good cause.”