Billie Makes Razor Engineering the Focus of Its Shave Glaze Launch

Billie is launching a new creative campaign that puts the engineering of its razor at the center of the story.

"The Billie Lab," launching March 10, was conceived and produced entirely by the brand's in-house team.

It frames the razor's design as something built specifically for women.

The campaign launches alongside Shave Glaze, a new skin-glazing shave oil that extends Billie's line outside razors and blades.

The aesthetic gives the campaign a brand identity that separates it from standard personal care advertising.

“Billie was created to celebrate the many ways women show up in the world, and that perspective has guided our product design from the very beginning," Billie General Manager Toni Cruthirds told DesignRush.

With this campaign, we wanted to turn that thinking into a universe. The Billie Lab is a playful, fantastical world that highlights the thought, care, engineering and creativity behind every detail of our products."

A Product Demo as a Creative World

"The Billie Lab" takes the functional claims of the razor and reframes them visually.

The aesthetic draws on Y2K-era visuals and sci-fi surrealism, which gives the campaign a distinct visual language.

Billie has a history of using creative work to argue that women's products deserve the same engineering attention as men's.

The brand launched in 2017 with a direct challenge to the pink tax, the practice of marking up women's products relative to equivalent men's items.

It also built its early reputation on advertising that featured body hair at a time when most shaver brands didn't.

The in-house production credit is also notable, as it ensures the brand has full control over its visual identity and tone.

Billie's Expanding Product Line

Shave Glaze is part of a broader product expansion Billie has pursued since its $310 million acquisition by Edgewell in 2021.

The brand entered Walmart in 2022 and now sits in 30,000 locations nationwide, which is a huge change from its origins as a direct-to-consumer subscription service.

In early 2024, Billie launched 15 new products across body wash, body lotion, and deodorant, its first major move outside the shave category.

Co-founder Georgina Gooley described the expansion as an attempt to establish an entire daily regimen for consumers, with the razor as the anchor.

The personal care category has grown more competitive since Billie launched.

Brands including Flamingo and Athena Club, as well as established players like Schick and Gillette, are all targeting the same demographic.

"The Billie Lab" campaign draws on the brand's founding premise to make the case that product design is still the differentiator.

The campaign offers a few lessons for brands building a creative platform around a product launch:

• Keep brand identity consistent: When the same team builds every campaign, visual language and tone are less likely to drift across product lines.
• Connect a new product to an established flagship: Launching Shave Glaze through a razor-centered campaign gives the new product immediate context.
• Create a distinct visual system: Presenting functional specs inside a designed creative environment makes a technical pitch feel less like a spec sheet.

The brand's next product launches will show whether "The Billie Lab" becomes a recurring concept or stays linked only to the Shave Glaze debut.

Our Take: Does the Lab Concept Hold Up?

We think this campaign is a smart way to solve a real problem.

That is, how do you make a razor's engineering feel interesting to someone who already owns one?

The visual approach gives the campaign something to look at, which is important in regards to the platforms where Billie's audience is most active.

The in-house production is the more interesting signal.

Billie has been building toward this kind of creative self-sufficiency since before the Edgewell acquisition.

And "The Billie Lab" suggests the infrastructure is now capable of producing a full platform, not just individual spots.

Personal care brands building creative platforms around product design need agencies that understand how to hold a visual language across multiple product lines.

Explore these top video marketing agencies in our directory.