• by Sarah Mahoney , Yesterday

As the calendar tilts toward bathing suit season, Billie is rolling out a new campaign to highlight its new razor technology. Themed “The Billie Lab,” spots feature a futuristic, bubble-filled lab staffed completely by women, all with a high-tech solution to the challenges of shaving. The Edgewell-owned brand is also focusing on its recently launched Shave Glaze, promising "dolphin-smooth" results.

Created in-house, the effort aims to highlight "a world that's imaginative, vibrant, and distinctly crafted for women, with no detail missed."

The new campaign comes as the personal care brand keeps looking for new ways to bond with young women, including the recent launch of body washes in Target and Walmart, and a line of deodorants promoted with scratch-and-sniff outdoor ads.

Those efforts are building momentum across the portfolio. While parent company Edgewell has seen sales declines recently in its wet shave category, Billie has been one of the bright spots. In an earnings call last month, Edgewell said Billie now has a 15% share of the category at Walmart and over a 10% share nationally.

The company called out the strength of its refills business as particularly positive, at No. 1 in its women's razor refills in units and No. 2 in dollars across the top five retailer landscape.

Executives also elaborated on the health of Billie's body care business. "As we begin the national launch, we're getting terrific retailer support,most notably Target, which has really gotten behind this brand and sees a good connection with the Target shopper, especially on body wash," said Dan Sullivan, Edgewell's chief operating officer, on the call.

He added that Billie's strength in shaving lends credibility to body care, creating synergies between the different products. "It's definitely a 'both' strategy as we play it forward with Billie, and we're very happy with the progress today."