Bic is expanding its presence in the UK shaving market with the launch of its first refillable system shaver for women.
The French razor and pen company is adding to its Soleil range of disposable female razors with the launch a new triple blade system shaver, Bic Soleil Clic. The move marks the first major extension for the Soleil brand since it launched in 2004.
The product contains two separate triple blade refills retailing at £4.99 with the cartridges also available in standalone four-packs for £4.29.
It will available in major retailers across the UK from next month. It will be positioned as a premium offering alongside its existing range of disposable female shavers.
The launch will be supported by a large-scale nationwide media and advertising campaign comprising TV, online and in-store activity, set to run over the summer. The TV ad will air on satellite and digital channels.
The new product features a longer curved handle and soft rubber grip designed for better control while shaving, along with a pivoting head to reduce the likelihood of cuts. It also contains a lubricating moisture strip with aloe vera and coconut milk designed to create better gliding action for a smooth shave.
Bic has a 26.3% volume share of the £20.8m female disposable shaver market, according to IRI figures for the year to October 2006. It claims to be the UK’s leading women’s triple blade disposable shaver.