Challenge: Growing up is difficult, especially for young girls when their bodies go through massive changes that are too embarrassing to talk about. It’s a time where body hair starts to grow, causing them to feel insecure and self-conscious. And unlike young boys that look forward to their first shave with their dads, 39% of young women will make the first shave without any permission out of discomfort and awkwardness. So how can we make sure that girls at the most sensitive stage of life are less afraid and receiving the help they need when faced with the first steps of womanhood?
Brand: Being the “razor designed for womankind”, Billie is a forward-thinking brand that advocates women being comfortable and confident in their relationship with their own body hair. They eliminated the unnecessary pink tax enforced on other feminine razors and were the first to show real body hair in their advertisements.
Insight: It’s always reassuring to ask the right person that you know is trustworthy for advice.
Target/Audience: The Private Young Ladies - Typically ranging from 8-13 years old, these young ladies have experienced the first few signs of puberty. Not sure what to do, they want to ask a womanly figure for help but would want to keep their private stuff… private. And mom is out of the question because she’ll either talk you out of it or go into detail which is too much to handle.
Strategy: Create a support system for teenage girls to confidently embark on their shaving journeys and discover what works for themselves in their own comfort zones.
Idea: Become the sisterly figure that these young ladies could feel comfortable going to for any shaving tips, tricks, and advice.
Campaign: Your Big Sister, Billie
Billie x Teen Vogue Advice Column
Teen Vogue will first allow girls to ask any shaving related questions on their Instagram story which will then be answered by Billie in an advice column.
It'll provide the link to the billie website and also introduce the sisterhood program which includes a beginner's shaving kit.
Billie will ask a celebrity/influencer to be the sister ambassador to host benefit concerts & film instructive videos for beginner shavers.
A new sisterhood tab will bring users to the sisterhood registration, forum, and instructive videos featuring the sister ambassador free for anyone to access and participate.
Beginner's Shaving Kit
After registering for the sisterhood program, young girls will receive a beginner's shaving kit from their big sister Billie.
Letters from Billie will provide encouragement and advice during rough patches and specific milestones of their shaving journeys.