Billie, a brand known for its disruptive and realistic personal care campaigns, is introducing a new campaign that helps to address the woes many people are facing in quarantine. At a time when video calls are part of the new norm, Billie’s latest campaign helps to address the fact that people are seeing their own faces more than ever and are prone to apologizing for their appearance.
The new campaign was inspired by Billie’s own team, which is 80% women. According to a brand representative, “Too often, our knee-jerk reaction is to scrutinize the face staring back at us and immediately apologize for it, often without even realizing we’re doing it. Maybe it’s for our unwashed hair, shiny foreheads, or grown-in eyebrows—but in reality, we’re just apologizing for looking like ourselves.”