LET YOUR HAIR DOWN
Ads empower women by featuring visible body hair
Rather than featuring the silky smooth skin typical of most fashion and personal care ads, these brands are taking a more realistic approach by depicting females with visible body hair. After all, fewer than three in 10 U.S. women aged 14-34 shave before going out socially after work, and the stereotypes around visible body hair are changing as women feel more empowered to go au naturel.
Billie aims to offer women an affordable option in a market that has long given men more inexpensive products through its razor subscription service, including a pink tax rebate available to consumers. Now it’s depicting women more realistically in its Project Body Hair campaign. The ads feature females with all colors and forms of body hair. In addition to marketing these photos, Billie is also donating photos to stock photo site Unsplash for free use by the public and encouraging consumers to share their own unabashed body hair photos using #projectbodyhair.
Fashion brand Chromat presented its Pool Rules collection as the “new guide to summer.” Rather than “no diving” or “wait 30 minutes after eating to swim,” the new rules feature directives such as “no age restrictions,” “all abilities accepted,” and “celebrate cellulite.” Each of the 10 “rules,” including “all body hair appreciated,” are represented visually in ads depicting diverse women embracing these new guidelines in Chromat swimsuits. Additionally, for the first time in the company’s history, the brand is expanding this particular line to 3XL.
American Eagle’s women’s intimates and swimsuit brand Aerie has been praised many times for featuring unretouched models and even non-models in its marketing. In taking the non-model approach for its Aerie Bras Make You Feel Real Good campaign, Aerie crowdsourced candidates on social media, selecting a diverse cast of women to join its #AerieREAL initiative. Along with representing varying ethnicities and different physical and mental abilities—including females with Down Syndrome, colostomy bags, and wheelchairs—the campaign also shows real women with real body hair.