Billie - “If Mermaids Had Legs…”

Billie Summer Campaign – "If Mermaids Had Legs…"

The Vibe: Girly pop, retro clean, oceanic, glittery, and effortlessly refreshing—just like Billie.

Concept:

Imagine a dreamy, pastel-hued underwater world where mermaids exist... but with one twist: they have legs.

Soft-focus visuals show women gliding through a pool, stepping out of the ocean, or lounging near shimmering water—their skin impossibly smooth, hydrated, and glowing. Bubbles rise, light glistens off wet skin, and the entire aesthetic feels cool, weightless, and ethereal.

VO or On-Screen Text:
"If mermaids had legs… they’d be this smooth."

The campaign plays on fantasy meets self-care, making shaving feel less like a chore and more like a luxurious, cooling, and refreshing summer ritual.

Why This Works:

Visually Distinct: Moves away from the usual “bathroom shaving” aesthetic into a dreamy, water-inspired world.

Taps Into the "Soft Girl" Trend: Pastels, shimmer, and an ultra-feminine vibe make it TikTok and Instagram-ready

Refreshing Summer Messaging: A campaign that literally feels cool, perfect for the season.

Execution:

• Paid Ads & Organic Social: High-gloss video + dreamy stills with soft textures, water reflections, and pastel gradients.

• Influencer Activation: Micro-influencers recreate their own “If mermaids had legs…” moments, showcasing silky legs post-shave.

• User-Generated Content (UGC): Encourage customers to share their “mermaid legs” moments with Billie, using #MermaidSmooth.