Bic in shaving foam move

Bic is expanding into shaving preparations after three decades as a razor blade manufacturer.

The French razor and biro company is launching a range of shaving foams and gels under its Bic Comfort sub brand, with variants aimed at men, women and people with sensitive skin.

It is understood the company plans to test-market the range in independent retailers first, before approaching the major supermarkets.

The launch is the latest from Bic, which in recent months has been busy revamping the brand’s image.

Earlier this year it launched a variant of its Comfort 3 three-blade disposable razor, the Comfort 3 Advance, with a redesigned handle, rubber grip, and revamped packaging (MW January 26).

Marketing activity targeted 16- to 35-year-olds, with on-pack promotions offering vouchers for activities such as surfing and kayaking. The launch was supported with a press campaign in the News of the World, and men’s magazines Zoo, Nuts and FHM.

The campaign was the first from London-based agency Pulse, which was appointed to Bic’s creative roster last year (MW October 20, 2005).


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