Shave brand Billie has joined forces with “The Good Place” actress and activist Jameela Jamil for its latest campaign.
Inaugurating the brand’s new 15-product collection of need-specific body washes, lotions and aluminum-free deodorants, the campaign offers an empowering spin on the beloved poem scene from the 1999 film, “10 Things I Hate About You,” in which Jamil confronts exploitative beauty marketing tactics.
“Anyone who has seen ’10 Things I Hate About You’ remembers [Julia Stiles’] poem scene,” said Billie cofounder Georgina Gooley. “We wanted to rewrite the poem and use it as our vehicle for our message, which is to encourage women to reject the kind of messaging you see too often in the world about finding your body’s flaws and this mindset that you need to ‘fix’ your body.”
This ethos aligns with that of brand’s new collection, which offers targeted care depending on a customer’s skin needs and ranges from $8 for body wash to $13 for roll-on gel AHA deodorants. The body washes and lotions come in four varieties, addressing hydration, inflammation, brightening and detoxification, respectively; there are seven deodorants in total, three of which feature AHA.
“Both deodorants provide 24-hour protection but have different technologies to combat odor,” said Gooley, adding that the solid deodorants work to neutralize odor over time, while the gel AHA roll-ons “work with your pH levels to stop odor before it starts.” Key actives in the new body washes and lotions include oat milk, ceramides, hyaluronic acid, peptides and vitamin C.
The Edgewell-owned brand will phase out its existing body wash and lotion in favor of the new collection, which will roll out to all Walmart doors and aims to “bring body care with skin care benefits to a more accessible price point,” Gooley said.
The campaign, which interpolates scenes of an adolescent Jamil navigating the body care aisle with those of her airing out her grievances with the beauty industry to a high school classroom, will air on the brand’s social media channels, streaming platforms and take over the Roku TV homepage upon debut.
“The core belief of our brand is you shouldn’t feel pressured to do anything or look a certain way because that’s what society is telling you. Time and time again, Jameela has shown that she stands up to toxic beauty standards and is outspoken about being supportive of women, so we thought she was the perfect person to partner with us for this campaign,” said Gooley.