As the first shaving company to show women's body hair, Billie appears to be challenging traditional binary gender norms in advertising with a new mode called "post-gender advertising." Analyzing Billie’s 2018 ad "Project Body Hair," I argue that traditional/binary gender performances compete with post-gender/nonbinary performances, reinforcing essential femininity norms while appearing to resist them.
Dux, K. (2021). Post-gender performance in Billie's "Project Body Hair". Poster presented: McNair Summer Research Symposium. July 2, 2021, State University of New York at Geneseo, Geneseo NY.
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