For Women's Day, Billie Is Urging People to Challenge Unconscious Biases Around Womanhood

The DTC brand worked with expert Gail Tolstoi-Miller on the new campaign

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What image enters your head when you think of the “perfect” woman?

It was that simple question—and all the biases baked into our understanding of womanhood through years of societal training and expectations—that inspired personal care brand Billie’s International Women’s Day campaign.

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Partnering with unconscious bias expert Gail Tolstoi-Miller and director Quinn Wilson, the brand created a campaign that challenges outdated and limiting assumptions around womanhood. To take it a step further, an exercise on its website helps fans identify and reshape those assumptions.

“We spent months asking people what words they would use to describe women,” Georgina Gooley, Billie co-founder and CEO, told Adweek.



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