Billie Became Popular in JUST 7 YEARS

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Imagine stepping into your bathroom. You see your essentials - a toothbrush, a favorite face wash, and... a razor.

Now, think about this razor. How much thought did you give it? For decades, razors were just overpriced, overly pink tools designed by brands that barely knew you 😪

But what if a razor was not just a razor? What if it understood your needs, felt affordable, and celebrated your uniqueness?

That’s what Billie set out to do 😉 But it did not just create a razor. It started a conversation - one about fairness, confidence, and celebrating you just as you are.

But didn't major players Gillette and Schick step Billie?
How did this not-so-old brand win the market?

Let's see!

Billie disrupted the personal care industry by redefining how women view and buy grooming products. Founded in 2017, it challenged traditional norms and addressed the gender-based pink tax through bold campaigns.

By positioning itself as more than a razor brand, it has become a movement advocating for affordable, high-quality products and empowering messaging.

With a direct-to-consumer (DTC) model and clever marketing strategies, Billie resonated deeply with millennials and Gen Z, standing out in a saturated market dominated by legacy brands.

Understanding the Customer

Billie’s success began with a deep understanding of its customers. It saw that traditional razor brands targeted women with generic marketing, thinking all women had identical needs. But Billie saw things differently.

To understand it, let's first see the target market of the brand:

• Modern women: Women aged 18 to 35, especially those tired of overpriced products and outdated beauty standards.

• Budget-conscious buyers: Women who wanted high-quality razors but did not want to pay extra because of the pink tax.

• Body positivity advocates: Women who valued choice and appreciated brands that adopted natural beauty.

Billie identified that women’s grooming products were overpriced and overhyped. Research showed that women paid 13% more than men for comparable products, referred to as the pink tax.

Moreover, marketing in this space often idealized beauty, showing hairless models and unrealistic portrayals of grooming. A 2018 survey revealed that 63% of women found beauty ads unrelatable.

Billie realized the need for a fresh story: honest, relatable, and empowering.

Brand Strategy

Billie’s brand strategy was clear and focused on making women’s grooming more affordable, honest, and inclusive. They understood their audience and built their brand around three main goals:

• Affordable pricing

Billie’s first big move was to challenge the high prices of women’s razors. Many women were tired of paying more just because they targeted women, and Billie changed that by selling razors at a reasonable price.

Their $9/month subscription model made razors affordable and gave customers a more predictable cost. This model was a main shift from expensive, overpriced products from big brands.

• Real and relatable marketing

Most razor ads featured perfect women with smooth, flawless skin. Billie broke that mold by showing women with real body hair in their campaigns.

This move resonated with women who felt ignored by traditional ads. Billie was the first razor brand to show body hair in its marketing, which helped them stand out in a crowded market.

• Building a community

Billie did not just want to sell razors. They wanted to create a community. Through campaigns like Project Body Hair, they encouraged women to embrace their natural bodies, no matter how they chose to groom.

Here’s the Project Body Hair campaign like no other women groming product ad:

Billie’s approach was not just about shaving. It was about making women feel comfortable in their skin, and that message spread quickly on social media.

Billie built a brand that women felt connected to by offering an affordable product, breaking traditional beauty standards, and creating a community.

Execution

Billie’s execution strategy has been a masterclass blending brand storytelling with tactical performance marketing. They combine bold messaging with customer-centric actions across multiple channels.

• Direct-to-Consumer (DTC) focus

Billie built its presence online by targeting women frustrated with the pink tax on personal care products. They offered razors at competitive prices while simplifying the buying process by eliminating dealers and using subscription models. This approach earned them loyal customers and rapid growth.

• Creative ad campaigns

Billie adopted boldness by creating ads that showed real, unretouched body hair. It's a rarity in the razor industry. Campaigns like Project Body Hair celebrated inclusivity and challenged societal norms. Their storytelling resonated with younger, socially conscious consumers who valued authenticity.

For example, here’s one of the creative ads among many Billie run on Meta Ads:

• Strategic use of platforms

Billie diversified its digital marketing. They post on TikTok and Instagram for creative and relatable content. On TikTok, they focused on humor and trends, while Instagram showed its brand ethos through appealing posts. These organic and paid media strategies helped Billie maintain engagement while driving sales.

For instance, check out how innovative billie is in this post:

• Brick-and-mortar expansion

After four years of DTC sales, Billie entered physical retail in 2022 by partnering with over 4,000 Walmart stores. This move expanded accessibility and placed them alongside competitors like Gillette and Venus. In-store displays and endcaps showed their unique value proposition and ensured visibility when purchasing.

• Performance and brand marketing balance

Billie blended brand storytelling with performance-driven marketing. For example, they invested in content that evoked emotions while directly influencing sales by ad placements. This dual approach amplified the efficiency of campaigns over time.

Plus, data-driven decisions informed all aspects of Billie’s execution. They monitored consumer behavior to refine their messaging and resonate it with their core audience.

Also, they collaborated with influential platforms and creators to amplify their reach. These partnerships highlighted the brand’s stance against the pink tax and its mission to redefine beauty standards.

For example, here’s a reels Billie did on IG in collaboration with a beauty influencer:

Results

• In 2019, Billie experienced a 268% increase in sales volume, attributed to its direct-to-consumer model and effective marketing campaigns​. They also raised $35 million in venture funding.

• In 2021, Billie was acquired by Edgewell Personal Care for $310 million, signifying its strong position in the market​.

• After the acquisition, Billie expanded its distribution to over 30,000 retail stores across the U.S., including Target, Walmart, and Amazon.

• Billie's repeat purchase rate reached 56%, much higher than competitors like Flamingo, which had only a 9% rate during the same period​.

• By pricing all products under $15 and adhering to Environmental Working Group (EWG) standards, Billie ensured that affordability and quality.

Conclusion

You must prioritize understanding your customers and being authentic. Success lies in balancing bold storytelling with a strong value proposition and scalable strategies. Firms that innovate while cultivating genuine connections with their audience can achieve long-term growth and loyalty.

Would you mind answering these?

1. What strategies can a small brand use to expand into retail while maintaining a strong DTC presence?

2. How can a brand create viral campaigns that align with its core values and resonate with its target audience?