Whether you’ve heard of the term “pink tax” or not, you’re very likely become familiar with its impact any time you’ve paid more for a self-care product marketed to women that’s nearly identical to a less expensive product marketed to men. Razors are an obvious example, which is why one brand, Billie, launched a direct-to-consumer business model for women’s razors, selling them at half the price of in-store competitors. That’s one of the ways the brand is making something kind of mundane a little more magical, and with a new campaign kicking off on May 1, Billie is looking to transform the entire shaving experience into something special.
Called “Magic in the Mundane,” the campaign is all about making everyday routines a little more delightful, in addition to being more affordable. And interestingly, the idea came from a Billie customer. “We always have our ear to the ground when it comes to customer feedback,” Billie cofounders Georgina Gooley and Jason Bravman tell Allure. “Early in our launch, a customer described our products as bringing a little magic to a mundane routine on Instagram. That’s exactly what we set out to do when we created Billie. This campaign sprinkles a little magic into daily routines.”
Easier said that done, right? After all, it’s just shaving. Not so, say Billie’s founders. “Shaving is a form of self-care, so take a moment to appreciate that you’re doing something for yourself,” say Gooley and Bravman. “We put a lot of love into designing body-care products that were made with premium, healthy ingredients and without synthetic fragrance, parabens, or sulfates. Thinking about what you put on your body every day is an important part of self-care.”
So naturally, in addition to the shaving experience itself, the campaign is focused on Billie’s products, like its Shave Cream, Sudsy
Body Wash, and Dry-Bye
Body Lotion. The real star, however, is the $9 Starter Kit, which includes an ergonomic resin-and-rubber handle in the color of your choice, a magnetic holder to keep your razor firmly in place wherever you stick it in the shower, and two five-blade razor cartridges made with the sharpest blades made in the U.S. and surrounded by an aloe shave soap.
Billie isn’t the first direct-to-consumer razor company, of course. Brands like Dollar Shave Club, Harry’s, and Art of Shaving have been offering replenishment subscriptions for a while; however, Billie is the first to be fully focused on women, and it was a high priority to make sure they could provide a similar yet customized service without charging more.
“Self-care should be part of your daily routine. To us that meant creating a razor that is uniquely designed for women’s in-shower shaving,” say Billie’s founders, who note that women shave up to 10 times more surface area than men. But even though the brand took great care in designing its products, keeping the price down is the main mission. “There are a lot of self-care brands that sell products with hefty price tags, making it hard to justify everyday use. It was also important that our products were priced affordably so you can actually use them every day.”
Check out Billie’s “Magic in the Mundane” campaign video, below:
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