Movember, the initiative in which men are encouraged to stop shaving and grooming to embrace their body hair, is about to start. It is a month-long journey during which men, in order to evoke conversation and raise cancer awareness, give up shaving.
In a new ad campaign, the Indie razor brand Billie is changing the whole conversation about body hair by encouraging women to become a part of Movember.
In the viral advertisement, they show women with real hair encouraging other women to grow mustaches on their faces.
The brand launched the ad with the caption that reads, “Newsflash: women have mustaches. We’ve been trained to hide them wax them, bleach them, shave them but that doesn’t make them any less real. Fuzzy and faint or dark and dazzling, they’re there. So this Movember, we’re growing out our (formerly) top-secret upper lip hair.”
Watch the viral ad:
The campaign aims to make people realize the fact that women also grow hair. It also aims to kickstart a fundraising effort for prostate and testicular cancer awareness.
In an earlier ad campaign, Billie had started a conversation around pubic and armpit hair with models with actual body hair.
How advertisements continue to perpetuate regressive gender roles and sexism
