Billie rewrites traditional fairy tales for Delight on Instagram

Dive Transient:

  • Direct-to-consumer razor model Billie this week unveiled an Instagram marketing campaign that rewrites traditional fairy tales with a extra inclusive spin, placing members of the LGBTQ group on the middle of those conventional narratives, per particulars emailed to Advertising and marketing Dive. All through Delight Month, the model plans to launch 4 tales that play off the tales of Rapunzel, Snow White, Cinderella and The Little Mermaid and are illustrated by members of the LGBTQ group.
  • The primary rewritten story, launched on June 9, depicts Rapunzel in her tower-turned-penthouse with lengthy armpit hair. She owns the area and is having fun with life not ready for a savior to rescue her, significantly not a prince “as a result of she’s hella homosexual,” the publish reads. Different tales will present Cinderella selecting to put on a swimsuit and a father accepting his baby as transgender because the “fortunately ever after” usually on the finish of traditional fairy tales, based on particulars the model shared.
  • The hassle builds on the razor model’s work to problem drained concepts of womanhood and ease the pressures of expectations surrounding physique hair.

Dive Perception:

Billie’s fairy story rewrites for Delight marks the most recent work within the model’s continued mission to dismantle conventional notions round girls’s physique hair. This marketing campaign is without doubt one of the first since Billie directed its disruptive ethos right into a broader message round championing the complete spectrum of womankind.

The model in March launched a product-free movie for Worldwide Ladies’s Day that addressed limiting assumptions across the concept of “the proper girl,” in addition to an interactive train to assist individuals reshape their unconscious biases. That marketing campaign, “Consider a Girl” fashioned the inspiration of Billie’s new mission as the corporate works to carve out a bigger slice of the razor and private care area.

This strategy appears to be resonating, with Gillette’s Venus model not too long ago taking a web page from Billie’s technique through the use of nontraditional, quirky inventive to normalize public hair. Venus in Might launched a tune and animated video on Instagram, TikTok and YouTube to assist painting extra reasonable depictions of ladies and their our bodies to the grooming area.

Now, Billie is again for Delight persevering with this message with a sequence of Instagram posts written and illustrated by members of the LGBTQ group.

“Fairy tales form us from such an early age. We needed to create impactful retellings that featured a wider illustration of womankind, made individuals really feel seen and included whereas additionally making them snicker,” co-founder and CEO Georgina Gooley stated in emailed feedback.

On this publish, Rapunzel owns a penthouse and is having fun with life not ready for a savior.



The push aligns with Billie’s broader mission to again all girls and confront outdated norms, a constant message from the model that will assist to forestall claims of woke-washing — or particularly rainbow-washing throughout Delight — which have plagued different manufacturers working purpose-driven campaigns with out producing actual help or motion. Billie is boosting illustration of the LGBTQ group in its advertising by that includes fairy story posts written and illustrated by LGBTQ people.

Since its 2017 launch, Billie has donated 1% of its income to help girls’s causes globally, per the small print shared with Advertising and marketing Dive. In June, the income will go towards The Trevor Undertaking, a nationwide group that gives disaster intervention and suicide prevention sources to LGBTQ youth.


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