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Post-Gender Performance In Billie's "Project Body Hair", Kelsey Dux
Post-Gender Performance In Billie's "Project Body Hair", Kelsey Dux
McNair Scholars Program
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.