Need Brand Visibility? Break the Gender Boxes
Okay, this is not brand new information, and we have all tried and tested the waters for breaking gender stereotypes in our ads. And there is a certain knack to crack your target audience. But do you when it all began?
This is one of the first-ever gender stereotype-breaking ads that challenged gender. Although subtle, the ad made a huge impact on global marketing strategies.
When it came out, women everywhere said, finally an ad which shows women with razors shaving off not just foam, as is the typical norm, but actual body hair. And kudos to the company and bloody high time someone took notice that we women are human too, body hair and all!
Image Courtesy: Allure
The razor company, Billie which came into being as recently as 2017, calls itself “a female-first shave and body brand”, says its ad is the first in decades of advertising to show women actually shaving their body hair. As well as showing women shaving their legs, the ad shows women combing and blow-drying underarm hair and addresses the prickly subject – via images of a cactus – of shaving pubic hair.
Billie co-founder Georgina Gooley said: “Only showing smooth, hairless legs seemed like an archaic way of representing women. We have always said shaving is a choice. It’s your hair and no one should tell you what to do with it. We’re excited to launch a campaign that will help normalise body hair and change the one-dimensional way in which women are portrayed.”
Also read:-Changing Perceptions Through Media
The ad itself is quite aesthetically shot and when we can see men shave and trim their beards and moustaches on TV all the time, why should we get grossed out looking at women? Why the constant need to portray women in a constantly 'perfect light'? Why always the smooth shaved legs, perfectly pedicured and manicured nails and the 'not-a-strand-out-of-place' hair?
Image Courtesy: Voice of London
Ashley Armitage, who took the photographs for the campaign puts it in the right perspective, “How can you know that a razor is even doing its job if all it’s doing is wiping off some shaving cream? And more importantly, why is showing female body hair so taboo?”
Pictures of women with body hair are so few even on the Internet that the company 'Billie' has put pictures up on the Unsplash stock photography site just to make more such pictures available. It has also launched a website called Projectbodyhair.com; wherein it asks patrons to donate pics to their media library with a very apt tagline,
'Help us make the
internet a little fuzzier.'
Needless to say, all these initiatives are earning 'Billie' a lot of goodwill and proactive engagement from its target audience which is ultimately converting into great sales.
So the next time you're brainstorming for a ground-breaking idea that could get your cash registers ringing, think about all that's still hiding behind the closet and dare to bare it.