Social Learning: Billie

 

I selected the brand Billie, a female razor company for my social learning blog. People are saying mostly positive comments about the company, brand, and products. As a company, they are an ethical cosmetics brand that promotes shaving as a choice, not a necessity for women. Their brand is sleek, clean, vintage, and consists of pastel colors. Their products are sustainable, vegan, cruelty free, and gluten free. What interests me about this brand is that they are one of the only women’s razor brands that promotes and posts women’s body hair, which also makes them a unique brand. Billie promises to sell products without the pink tax, so that they are more affordable for women. Billie stands out in the market because of their advertisements that show women’s body hair after a hundred years of female razor brands showing hairless women shaving no hair. Fun fact: Billie is the first razor brand to show women pubic hair in an advertisement.

 

 

On their Instagram page, users share all good comments. Hannah Clansey said, “I’m so obsessed with them 😭💖🥺🌈.” 

Kaleigh White said, “I LOVE Billie razors because it has a wide blade and it makes it so much faster to shave!” 

Amber Chaffin-Walters said, “ Just got my razor and shaving lotion. ❤️❤️ I was so excited to use them. My legs have never been smoother! And I have no bumps on my bikini line!! Thank you for a great product.” 

 

There are many positive and inclusive messages that this company promotes on its social media. They promote body hair positivity, lgbtq rights, women’s rights, racial justice, and more. Billie’s inclusive messages relate to marketing because they are able to reach a wide range of consumers through all different backgrounds and preferences. They have strong marketing efforts due to their consistency with promotions and have created a unique brand that is eye-catching and memorable. They are doing something remarkable because they are changing the way that shaving advertisements are aired. By doing so, they are ending the shame and normalizing women's natural body hair. Billie is using social media to their full advantage because they are using the tool to communicate with their buyers in places where they are congregating right now (Scott, 62). 

 

The marketing challenge that Billie faces is engaging customers with a range of political viewpoints because the company is very vocal about their own views, so their consumers tend to have the same views as them. If they want to expand their customer base, it would be difficult because they have strong opinions about equality. Although, they are succeeding in what they are trying to accomplish because they are a successful razor company that has a large social media presence with a great reputation.

 

As you can see above, they respond to as many positive customer comments as they can. They also respond to questions that users have on their social media.

 

This is a smart decision that they are responding and answering questions to followers because customers will feel happy that the company took their time to respond to them. Responding to followers leads to feeling like a community, not just a customer purchasing a good from a company and can lead to more loyal customers. If I were the brand manager, I would post more product posts than aesthetically pleasing posts because the product posts tend to reach and engage more social media users. This could help Billie get a larger following and more customers. If I could respond to customers, I would also respond to negative comments in a positive or nonconstructive way because that tends to engage users out of shock and excitement. From this assignment, I learned how ethical of a company Billie is as well as how social media can build a community for businesses.