For over 100 years, no razor company had shown female body hair. Until Billie.

Project Body Hair aimed to end the stigma around female body hair. Reminding women that their ‘beauty standard’ should only be set by themselves, not what companies think. Especially razor brands.

The campaign went viral. The front page of BBC News viral. With little media spend, it received 3.3+ billion earned media impressions across 23 countries and over 21 million views within a few weeks of launch.

At launch, Billie needed a way to strategically position itself as the disruptor of the razor category.

The Pink Tax Rebate brought attention to the out-of-date and sexist, Pink Tax. A pricing strategy the razor industry had used to charge women 10 -15% more for the same products as men.

We encouraged women to raise awareness of the pink tax, and, in return, we gave them a rebate for all those years they’ve been overpaying for pink razors.

Pink Tax Rebate