There's Something About Julie
ELLE US|June/July 2024
Whether it's acne products or emergency contraception, Julie Schott is upending industries and erasing stigmawith her trademark sense of humor.
By Véronique Hyland. Photographed by The Tyller Twins.
There's Something About Julie

Two women’s hands extend toward each other, gripping the treasure on the shelf they both covet. We’ve seen this trope before, but this time, the women aren’t sparring over a Manolo Blahnik, but rather a Julie-brand morning-after pill in colorful packaging. In the commercial, written and directed by comedian Esther Povitsky, the strangers engage in the opposite of one-upmanship (one-downmanship?) to prove who needs it more. “My boyfriend has a podcast about crypto,” one laments.

You’ve probably never seen a pharmaceutical ad like this—which is exactly why the brand wanted to make it. “Why can’t an ad sound like the group chat? Why does it have to go through the pharma filter of seriousness?” asks Julie cofounder Julie Schott. Amanda E/J Morrison, another cofounder, tells me that when they first took the script to their compliance team, they were told, “‘That’s not how a pharmaceutical commercial goes.’ And I was like, ‘Well, show me the language where the FDA says that.’ The reality is, that language didn’t exist. It was just, everybody was doing what everybody thought they were supposed to do.”

“There’s a way to laugh your way in,” Morrison says of the brand’s approach. That could mean anything from selling merch (a “Dump Him”–style baby tee that reads “Sex Happens”) to billboards with slogans like “When you’re not ready to be a mommy influencer.” When asked to distill the Julie sense of humor, Schott says, “Go on TikTok. Everyone’s hilarious. I don’t want to make it about generations, but millennials are so self-serious, and like, ‘Story time, this is what happened.’ And that’s not it.”

Esta historia es de la edición June/July 2024 de ELLE US.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

Esta historia es de la edición June/July 2024 de ELLE US.

Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.

MÁS HISTORIAS DE ELLE USVer todo
Peer Into Our Crystal Ball
ELLE US

Peer Into Our Crystal Ball

And behold the future of your skin, hair, and body. The ELLE beauty team talked to experts to learn about the most exciting innovations ahead.

time-read
5 minutos  |
November 2024
THE BIRTH OF THE LITERARY IT GIRL AESTHETIC
ELLE US

THE BIRTH OF THE LITERARY IT GIRL AESTHETIC

A new book brings Joan Didion, Eve Babitz, and their still-influential style into focus.

time-read
2 minutos  |
November 2024
Love Lessons - JOHN DAVID WASHINGTON
ELLE US

Love Lessons - JOHN DAVID WASHINGTON

The actor and former pro-athlete - star of Tenet, The Creator, and now The Piano Lesson, in select theaters November 8 - talks about facing his fears, being ghosted, and meeting one actual ghost.

time-read
2 minutos  |
November 2024
KYLE'S WORLD
ELLE US

KYLE'S WORLD

Front-row fixture and budding designer Kylie Jenner expands her growing empire.

time-read
5 minutos  |
November 2024
Kesha Frees Herself
ELLE US

Kesha Frees Herself

With a new album, her own record label, and a 10-year plan to upend the music industry, the liberated pop star says anyone with \"deep, dark secrets better run.\"

time-read
10 minutos  |
November 2024
Making Her Own Way
ELLE US

Making Her Own Way

Actress Nico Parker is shining by embracing her individuality.

time-read
2 minutos  |
November 2024
WHERE THE WORLD'S BEST SKIERS GO
ELLE US

WHERE THE WORLD'S BEST SKIERS GO

From the steepest slopes to luxury spas, find your spot.

time-read
3 minutos  |
November 2024
EMPIRE STATE OF MIND
ELLE US

EMPIRE STATE OF MIND

A new launch from Michael Kors celebrates the beauty and grit of New York City.

time-read
2 minutos  |
November 2024
OUT OF OFFICE
ELLE US

OUT OF OFFICE

For Agua by Agua Bendita, resort isn't merely a season—it's a lifestyle.

time-read
2 minutos  |
November 2024
Fringe Fantasy
ELLE US

Fringe Fantasy

Alessandro Michele gets into a '60s groove with the Garavani Nellcôte bag from his debut collection for Valentino.

time-read
1 min  |
November 2024