The film’s director and photographer, Ashley Armitage, who also directed Project Body Hair, echoes these feelings. “In our film we wanted to normalize pubic hair because it’s exactly that—normal,” she says. “Body hair grows on people of all genders and it doesn’t suddenly become ‘gross’ or ‘unhygienic’ when it is on a woman, trans woman, or non-binary individual. We wanted to show that body hair is a choice; shave it, wax it, grow it, or do a bit of both. All are valid.”
While the video could be gimmicky or even campy, because it’s done in such a female-focused way, it just feels honest. And as far as a razor brand not even showing a single razor in the ad might seem strange, that’s the point.
“I think for us it’s always been about putting our audience ahead of our product,” says Gooley. “With Project Body Hair we showed women with body hair and without body hair. We actually had the razor in that one, because we were making this statement and calling out the shaving category. But we were also saying that’s a choice, and with this new video, it’s more of a celebration of that choice.”
Clearly, the strategy is working. Gooley says that after last year’s video, the brand received floods of support on social media. Most notably, the brand completely sold out of razors in the week following the video. This solidifies what the brand already knew, that women are craving authentic representation in advertising. One of these women is Lindsay Zae, a model in the campaign. She said while she currently feels most empowered when she has body hair, when she was younger she experienced internalized negativity about it. “Seeing a candid film from a razor brand about the beauty of body hair would’ve really liberated a 12-year-old me—the message excited me, and I wanted to be a part of it.”
Bella Cacciatore is the beauty associate at Glamour. Follow her on Instagram @bellacacciatore_.
