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), Billie wants to normalize pubic hair further with its newest campaign, Red, White, and You Do You, just in time for the Fourth of July. The video showcases models' pubic hair in various states, from a clean shave to a full bush. To the brand’s knowledge, it is the first-ever razor ad featuring female pubic hair. The campaign was inspired by the spirit of Project Body Hair, with a summer-focused twist.
“If we’re not acknowledging body hair exists, it’s a form of body shaming,” says Gooley, adding that grooming is yet another way women are expected to be “beach ready.” She hopes to alleviate some of this pressure so women can just enjoy summer in their own skin. “There has been this shame around body hair, and a lot of that is the shaving category talking about the topic as a problem that needs to be fixed with the product they're trying to sell.
The film’s director and photographer, Ashley Armitage, who also directed Project Body Hair, echoes these feelings. "In our film we wanted to normalize pubic hair because it’s exactly that—normal,” she says. “Body hair grows on people of all genders, and it doesn’t suddenly become 'gross' or 'unhygienic' when it is on a woman, trans woman, or nonbinary individual. We wanted to show that body hair is a choice; shave it, wax it, grow it, or do a bit of both. All are valid.
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