Sparking a Movement
strategy + media relations
Since launching Billie as “razors for womankind,” we’ve continuously positioned the brand as female-first. In leading strategy for the “Project Body Hair” campaign, we touted it as the first time a shave brand showed female body hair in an ad. Having built a foundational story for Billie as a mission-led company with a stance against the Pink Tax, SGPR was able to authentically message normalizing body hair as their next stand.
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We took the brand viral with more than 270 placements and 2 billion media impressions spanning more than 23 countries. Since then, both upstart and heritage women’s shaving brands have begun showcasing female body hair in marketing imagery for the first time, with media continuously citing Billie as their inspiration.