Friction Free Shaving 'Mullet' TV ad has made Harpers Bazaar

This women’s razor ad showing visible hair being shaved is a first for British TV

The new Fiction Free Shaving campaign shouldn’t be groundbreaking, but is

By Bridget March

Jul 27, 2018

Think about it; have you ever seen a women’s visible hair being shaved in an advert for razors? Nope, not until now – or last month if you follow American advertising.

While adverts for men’s razors usually focus on the shearing of facial hair – with the stubble firmly in shot – the equivalent campaigns for women feature already hairless, smooth skin.

Not acknowledging women’s body hair in this context has simply been the norm, but it looks set to shift from today with the release of this new TV ad from Fiction Free Shaving, a subscription service for females.

“Women shave stubbly not smooth legs and yet until now it’s been taboo to showcase this fact in a TV ad – instead we’re used to seeing women pretending to shave already smooth skin,” Briar Keen, Co-Founder of Friction Free Shaving says. “We wanted to call time on this old-fashioned approach and to portray women’s shaving in a more honest and modern way, while having a bit of fun at the same time.”

Last month, Billie, an American company calling itself 'a female-first shave and body brand', made waves addressing the subject with a refreshingly modern commercial showcasing women both shaving their body hair and leaving it uncut. It was signed off with the message: "however, whenever, if ever you want to shave, we’ll be here" – with positioning of the choice to be hairless or not applauded by viewers on social media.

In 2017 Friction Free Shaving released a digital video campaign titled 'Shoga' (Shaving Yoga), which was controversially banned by Facebook for "implying nudity". The aim of the film was to demonstrate how shaving – which is typically carried out when naked in one’s bathroom – can be so physical. The social media giant received criticism for "censoring" the subject because it didn't fall in line with traditional standards.

With more moves from brands aiming to highlight the realities of women’s lives – and reject unrealistic beauty standards – these modern adverts are only the start. We applaud them.

Geoff Thomas