BIC: Gold medal shave

BIC, a razor brand, launched a campaign in the US to defend its leadership position and drive awareness and sales of BIC Soleil Sensitive Advanced razors.

The situation

The grooming category is highly competitive, and women's razors are big business, with annual sales at over 5B USD. While BIC is the number one disposable razor brand in volume sales, defending a leadership position and sustaining relevance is a challenge when competing against big brands with massive marketing budgets like Gillette, and splashy startups like Billie and Harry's.

High-end disposable razors typically compete on innovation, and BIC Soleil Advanced, the brand's biggest and most ambitious introduction in a decade, has it in spades. A water-activated razor with aloe- enriched moisture strips for a smoother, gentler glide, BIC...

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