Three empowering summer campaigns from Billie, Estée Lauder and Urban Decay—plus the feud between Jameela Jamil and Kim Kardashian West rages on
Billie Just Released a New Summer Campaign—And It’s All About Body Hair Positivity
It may seem counterintuitive for a razor brand to feature body hair in all its glory in a shoot but that’s exactly what Billie has done with their summer campaign, and it has accomplished what every campaign aims to do—that is, get everyone talking. Titled “Red, White, and You Do You“, the video sends a clear message that all bodies of all sizes and grooming preferences are beach-ready. “Every summer, the media pressures female-identifying individuals to achieve that ‘beach body,’” Ashley Armitage, the campaign’s director, told Refinery29 in an interview. “Everywhere we look, we see ads telling us that the only way to look good in a swimsuit is to be thin, fit, and hairless. In this film, we wanted to normalize body hair and show that we have options.” Last year, the brand also released Project Body Hair, which aimed to do the ironically disruptive thing of being the first razor brand to feature body hair in a shaving ad. “For the past 100 years, women’s razor brands haven’t acknowledged female body hair…Everyone has short stubble, long strands, or something in between. What you do with yours is up to you—grow it, get rid of it, or comb it. It’s your hair, after all.” We’re here for it all.
Estée Lauder Launches #ShadesOfCanada Campaign in Time for Canada Day
To help celebrate Canada’s birthday while promoting their Double Wear Stay-in-Place foundation, Estée Lauder is launching a Shades of Canada campaign to both shine the spotlight on diversity—age and race, specifically—as well as a foundation available in 56 shades. “We are proud to launch a campaign that celebrates Canadian diversity. Like our country, #ShadesofCanada is a cultural mosaic and a tribute to individuality, empowering Canadians to feel confident in their own skin,” Estée Lauder brand manager Julie Sutherland said in a statement. “Our goal was to ensure that Estée Lauder customers, and those discovering the brand, are able to see themselves reflected in this localized campaign.” The launch of the campaign will be timed to coincide with Canada Day on July 1 and will feature both in-store and online components.
Urban Decay Defines Pretty Differently With New Campaign
In other campaign news, makeup brand Urban Decay has tapped a host of bright young stars to populate their latest marketing effort. “Pretty Different” features the likes of Lizzo, Joey King, Ezra Miller—whose many faces you cannot have missed on this year’s Met Gala red carpet—South Korean pop star CL and Colombian reggaeton artist Karol G. The campaign launched this week with an empowering message of self-love and inclusive beauty. The video portrays a futuristic Stepford-like world in which sameness reigns, and shows Urban Decay’s five “global citizens” breaking the mold to be “pretty untamed, pretty bold, pretty fierce, pretty wild, pretty dangerous, pretty ugly” and, of course, “pretty different”. All in all, it’s pretty compelling.
Jameela Jamil Is Coming for Kim Kardashian’s Body Foundation
Jameela Jamil has made a name for herself calling into question the often harmful narratives that dominate our social cosciousness—with a particular focus on those perpetuated by arch-rival Kim Kardashian-West, who shared a post on Instagram earlier this month illustrating how she conceals patches of psoriasis on her legs. Jamil, who stars on—The Good Place and first criticized Kardashian-West for endorsing appetite-suppressant lollipops—spoke out on Twitter this week, saying, “I have such severe eczema all over that my legs are covered in huge patches of pigment loss from scratching. I have a tonne of stretch marks, and because I have Ehlers Danlos Syndrome, *every* time I cut, I scar. I *refuse* to have these normal human marks weaponised against me.” Twitter users rang in with a host of messages expressing shared experiences, but some also chimed in with a counter-argument: that there’s nothing wrong with using makeup to cover up scars either. “I get what you’re saying, but it’s also important not to discard the validity of using body makeup to hide scars from trauma or abuse for example,” one user tweeted. “This is going to help some people.”