PROJECT BODY HAIR

By: Shirin Felfeli

Billie Razors adheres to a combination of “Business to Consumer” and “One-For One” business models.

We sell our products directly to consumers via our website. We also donate 1% of our revenu to support women and important causes across the world, specifically BIPOC women.

Company Objectives:

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Increase shave kit sales

Increase number of monthly subscriptions

Increase social media presence

PROJECT BODY HAIR OBJECTIVES:

Increase earned media impressions

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Increase social media presence, with a focus on organic traffic through the use of hashtags (#projectbodyhair) and imaging

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Normalize and celebrate women’s body hair and their autonomy in deciding what to do with it.

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• Project Body hair is geared toward a person who identifies as female.
• She may not subscribe to the “norms” of body hair culture. Maybe she doesn’t shave, maybe she rarely shaves. Either way, she is proud of her body hair and sick of society’s need to tell her what to do with it.
• This female is aware of the “Pink Tax” and the unfair marketplace for feminine products
• This person is a feminist, and enjoys being a part of “something”

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Target Audience

• Our Project Body hair target female is most likely a millennial. She will be between the ages of 18-35
• She is active on social media and outspoken about her beliefs
• Her budget is low and she is not looking to spend too much money
• She cares very much about reviews and testimonials

Meet Kelly

Kelly Goldman

• Millennial age group - Age 28
• Female
• Progressive views
• Educated
• Highly Opinionated
• Independent Femenist
• Relies on reviews when shopping
• In the beginning stages of building her career, so cost is a huge factor in her customer decision making.
• Kelly is highly active on social media, as she’s an activist, so she has high engagement .
• She loves to go out and speak for those who can’t speak for themselves.
• Fights social norms and the pressure on women to conform to a certain look.

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Project Body Hair is perfect for this persona. Our online presence shows our true devotion to female autonomy and the idea of breaking gender and societal norms. The strong stance and affordable pricing draws in the millennial group like Kelly who are also very active on social media. Project Body Hair appeals to her activist side and appreciation for a sense of “community”. By creating an online community and targeting customers that are active socially, we helped push and achieve our objective to increase media impressions and Increase social media presence.

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Competitor #1: Flamingo Razors

• Sell similar products (razors, shaving cream, after-shave care), although Flamingo does include waxing products as well as shaving.
• Like Billie, Flamingo has a mix of B2C and One-for-one, with 1% of their profits going to local nonprofit organizations (Period & Exhale to Inhale)
• Unlike Billie, Flamingo is not a subscription service, but their prices are nearly identical ($9 razors with $9 refills)

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Flamingo Razors’ brand focuses highly on the idea of self-care. While self-care is important, it is an oversaturated market on social media and paid ads. There is no focus on the “other” - in this case, the idea that shaving isn’t a necessity and that it’s ok to break social norms. Project Body Hair lets women know that their idea of “self-care” doesn’t have to look like a person with a hairless body lighting a candle. Flamingo Razors is counting on it.

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Billie

VS

Flamingo

Competitor #2: Athena Club

• Athena club ells similar products (razors, shave kits including shaving cream, lotions, aftercare).
• Similar to Flamingo and Billie, Athena Club has a mix of B2C and One-for-one. They donate period products to multiple organizations (Good+, Period, Bright Link).
• Focus on the science. Huge emphasis on the doctors and scientists they worked on to create their products.
• An equal emphasis on environmental impacts and trying to lessen thiers.
• More expensive. Starter kits are around $26

As with Flamingo Razors, Project Body Hair remains unique. Billie Razors as a brand does hold weight to similar topics, i.e. the environment and science. The difference is the extra step Project Body Hair takes to speak to those women who live life outside the norm.

Billie V S Athena

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“Red, White, and You Do You” YouTube video (https://youtu.be/XYsacX9LwSw)

Released in 2019, this video was an extension to the original “Project Body Hair” video released in 2018. With over 1.3 million views, it skyrocketed our social media presence. It shows a group of women on the beach, some shaved, some visibly not, enjoying their time together and using Billie razors however they please. The video hits home that it doesn’t matter how they are using Billie razors, only that they are using them how THEY want. It was very important in driving our online presence and achieving our objective of increasing earned media impressions.

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The use of the hashtag “#projectbodyhair” is monumental to our objective of growing social media presence. . This gave consumers an easy way to share their stories, reviews, and gain a sense of community. It also allowed easy access for anyone inquiring about Project Body Hair to see reviews, photos, and view that “community” while making their decisions.

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Website/Blog - Project Body Hair photo submissions. On the campaign website, there is a gallery of photos that women submit sharing their body hair loud and proud. It is easily accessible and shows potential clients that Billie is proud to represent those women and stands with them.

Visit us! https://mybillie.com/pages/projectbodyhair

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Digital Marketing Technology: Our Web Emphasis Strategy

Through the use of the following web channels, we were able to help achieve our objectives:

PROJECT BODY HAIR OBJECTIVES: How did we do?

Increase earned media impressions

• Received 3.3+ billion earned media impressions across 23 countries

Increase social media presence, with a focus on organic traffic through the use of hashtags (#projectbodyhair) and imaging

• 21+ million views and over 1.3 million shares and comments

Normalize and celebrate women’s body hair and their autonomy in deciding what to do with it.

• With our website library, Project Body Hair has celebrated and shared their mission across millions of platforms

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Through the huge success of Project Body Hair and it’s media growth, sales in razor kits as well as subscriptions increased. Our objective of increasing social media presence was also achieved organically as Project Body Hair grew.

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Where could we have done better?

• We could have benefitted by more publicly advertising our charity component.
• Our audience is very outspoken and willing to use hashtags and submit photos. We learned that they share more than we thought. Not only that, but they are an audience that will look deeper into a Brand’s values, i.e charity.
• Pushing our donations to charity may have helped us generate higher sales.
• Not necessarily donating more monetarily, but advertising more frequently about our commitment to helping female empowerment could have greatly helped us..

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ADDITIONAL SOURCES:

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https://www.shopflamingo.com/

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https://www.athenaclub.com/about-us

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https://www.allure.com/story/billie-razor-ad-campaign-unshaven-pubic-underarm-hair