A friend, trying to describe his posh colleague, once used an intriguing phrase. "You know, she is an armpit girl," he said. When I looked confused he explained he meant she looked permanently beauty-parloured — like women in advertisements for body hair removal products or deodorant, whose armpits, revealed with careful casualness, are a virginal, snowy expanse — like they have never broken into a sweat, much less grown a hair. And isn't that true? People in advertisements for hair removal always feature a lissome beauty running a razor over a perplexingly hairless leg.

Enter, the Billie razors Body Hair Project. This is a new advertisement film for an American women's razor — which you can (and ekdum should) see on You Tube — and it does something radical and beautiful. It shows women shaving their legs, underarms and arms — who really do have hair on their bodies. The film begins with a loving pan of a blonde hairy leg and the line: Hair. We've all Got it. A cheerful montage follows, of women lying back displaying their underarm hair, their legs, their unibrows, one even peeks into her underpants, as the titles on screen say "believe us, we've checked", making you smile. In my absolute favourite shot — one that made me laugh out in delight, a woman blow-dries her underarm hair. It's all so friendly and easy going.