The Challenge
Billie, a disruptive, female-first razor brand known for championing body autonomy, was entering the Australian market, one of the most competitive and culturally entrenched grooming categories in the world. In a country defined by beaches and bikinis, social norms strongly favor hair removal. Research showed that over one-third of Australian women still feel judged for having body hair, while 75% actively remove pubic hair. Years of advertising had made hairless bodies the default, leaving little room for alternative narratives. For a new entrant, the challenge was not just to drive awareness and sales but to meaningfully differentiate in a saturated category dominated by functional messaging and entrenched habits. Billie needed to cut through with a bold, culturally relevant idea that stayed true to its brand ethos while resonating locally. The core challenge: How could a razor brand launch successfully by challenging the very behavior its category depends on—and shift both perception and purchase in the process?
The Solution
Billie flipped category conventions by doing the unthinkable: telling women not to shave. The campaign centered on bringing back “koala ears”—a colloquial Australian term for visible bikini-line hair—reframing them from taboo to something culturally “endangered” and worth reclaiming. This unexpected platform transformed a private grooming choice into a national conversation about body autonomy. Grounded in research, the idea was brought to life through a PR-first strategy designed to maximize talkability. Feminist creator Abbie Chatfield was enlisted as the face of the campaign, leveraging her personal experience with body-hair shaming to add authenticity and cultural relevance. Her social content acted as the catalyst, sparking widespread engagement and conversation. The campaign extended into earned media and a high-impact launch event at Bondi Beach, giving journalists a tangible story and visual moment to amplify. Bespoke media kits and strategic outreach ensured consistent messaging across channels. By combining cultural insight, influencer credibility, and earned-first execution, Billie successfully challenged category norms, drove mass awareness, and positioned itself as a bold, values-led brand in Australia, ultimatley going from 19th to #1 in category.