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www.bicworld.com
PRESS RELATIONSBIC
Albane de La Tour d'ArtaiseTel: +33 (0)1 45 19 51 51
YEARS
YEARS
FROM FLINT TO… THE "SAFETY" SHAVER
A few decades later, the first "safety" shaver with a double-edge blade was invented in the United States and
then widely popularized by the American Army during World War I. The electric shaver came onto the scene
at the start of the 1930's.
Shaving has been a human experience for 30,000 years. Homo sapiens were already
shaving with a flint stone, a seashell or a shark tooth. It was not until the Bronze Age
however that the first blades shaped like a disc or crescent actually appeared.
A full-body shave would be the specificity of ancient Egyptian priests. As an indication
of their wealth, Pharaohs had themselves buried along with their collection of shavers.
For the Greek philosophers, sporting a beard was considered fashionable.
During the Middle Ages, Pope Leon IX prohibited the clergy from wearing beards, and
monks were requested to shave once a month using a "razoer", a blade attached to a
wooden handle.
The straight shaver first won acclaim around the time
of the Renaissance. Sharpened on leather, it cut well
enough to be favored by Medieval barber-surgeons. In
the 18th century, men were shaving with a shaver comb.
THESE VARIOUS SHAVING TECHNIQUES ALL HAVE ONE THING IN COMMON; THEY ARE HARD TO USE, REQUIRE CONSIDERABLE DEXTERITY AND OFTEN GET DELEGATED TO "EXPERTS".
AGO,A REAL REVOLUTION:
THE LAUNCH OF THE BIC® SHAVER
In light of this observation, Marcel Bich, who had already enjoyed
tremendous success when launching BIC® pens and BIC® lighters,
reflected on the prospect of introducing a shaver that would be
safe, practical and universally accessible; such a venture seemed
highly risky given the major industrial players occupying the market in 1975. Marcel Bich began looking for an
outstanding blade supplier and contracted Violex, a Greek company, renowned since 1952 for the quality of its
blades. The result of this collaboration: the BIC® shaver, the first and unique one-piece shaver with an integrated
blade, was released in 1975.
ITS STRENGTHS: an extremely high-quality blade, embedded and very well positioned
to avoid cuts, plus a functional and lightweight handle to speed the shaving process, all
at a fair and attractive price. The BIC® shaver is truly a revolutionary product.
I
ITS SUCCESS WAS IMMEDIATE AND SALES SOAR THROUGHOUT THE WORLD. MARCEL BICH STATED IN THE
COMPANY'S 1975 ANNUAL REPORT: "OUR SALES HAVE PROGRESSED ACROSS THE ENTIRE GLOBE. OUR
SHAVER HAS BEEN COPIED BY THE WORLD'S LARGEST MANUFACTURERS. THE INTENSITY OF THEIR RESIS-
TANCE TO OUR SALES GROWTH CONFIRMS THE STRONG OUTLOOK FOR THIS PRODUCT."
MEN WERE SHAVING ON A REGULAR BASIS. OVER
TIME, THEIR SHAVING INSTRUMENTS HAD EVOLVED,
YET THEY WERE INCREDIBLY COMPLICATED TO USE ,
AND CAME AT TIMES WITH A LACK OF SAFETY OR AT
A HIGH PRICE.
"Sold at the same price as a similar quality blade*, this price point is entirely justified by a better cutting angle and an improved blade
housing, with a single edge capable of shaving at least as many beards as
the two edges of an ordinary blade.Eliminating the second edge pays for the plastic part of the shaver."
Marcel Bich, 1975
1975BIC® ClassicSingle blade
*Do
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YEARS
FOR YEARS THE RANGE KEEPS EXPANDING!
1979
BIC® Classic SensitiveSingle blade
1988
BIC® Metal BarSingle blade
Protective bar
1992
BIC® Twin Select®
2 blades
2000
BIC® Comfort Twin
2 blades
2005
BIC® 3®
3 blades
2005
BIC® Comfort 3® Advance®
3 blades with pivoting head
2009
BIC® Hybrid 3 ComfortTM/Easy
Unique concept1 handle and 6 heads in the same package
2010
BIC® Flex 4®
4 flexible blades
2011
BIC® Flex 3TM
3 flexible blades
2015
BIC® Flex 5TM
5 flexible blades
DISCOVER THE MAJOR INNOVATIONS FOR MEN…
1978
BIC® Classic Lady
Single blade
1990
BIC® MetalPastel
Single bladeProtective bar
1994
BIC® Twin Lady/Silky Touch®
2 blades
2001
BIC® Comfort Twin Lady
2 blades
2004
BIC® Soleil® 3 blades
First shaver with an ergonomically
shaped handle
2006
BIC® Pure 3®
Lady3 blades
2005
BIC® Soleil® Twilight®/Scent®
3 blades with a scented handle
2009
BIC® Soleil® Bella®
4 flexible blades
2011
BIC® Miss/Simply Soleil®
3 bladeswith a flower handle
2014
BIC® Soleil® GlowTM
3 blades with a pivoting head and a protective shield
AND THE MAJOR INNOVATIONS FOR WOMEN
enriched with Aloe vera and Vitamin E to enhance glide
A PIVOTING HEADThree independent blades,
positioned to within a micron and aligned in perfect geometry
inside a pivoting head. For a shavingexperience that's efficient and safe.
ERGONOMICHANDLE
OFFERING A GOOD GRIP
For ease of handling and control to ensure an optimized shave.
LUBRICATING STRIP
Anticorrosive and hygienic
METAL CLIPS
These fixtures distributepressure evenly while shaving.
SPRINGS, BLADE SUPPORTS
MARKETED IN OVER 160 COUNTRIES, BIC® SHAVERS ARE ALL MANUFAC-
TURED IN THE GROUP'S OWN PLANTS, ON MACHINES DESIGNED BY BIC
FOLLOWING STATE-OF-THE-ART TECHNOLOGICAL PROCESSES INCLUDING
HIGHLY DEMANDING CONTROLS. STEP INTO A BIC FACTORY AND DISCOVER
A MUCH MORE SOPHISTICATED ENVIRONMENT THAN YOU COULD HAVE
EVER IMAGINED.
The manufacturing of shaver blades relies on one of
the most high-precision technologies ever developed
for mass consumption products; the BIC® blade
edge is 2,000 times smaller than a hair! This precision
required on each of the 4.9 billion blades produced
annually can only be provided through meticulous
control of their manufacturing from one end of the
chain to the other. For this reason, all BIC® shavers
are produced in the Group's own facilities, in
Athens (Greece), Verberie (France) and Manaus
(Brazil).
UNRELENTING CONTROLSTo ensure that they all display the same quality regardless of their country of
sale, the 2.6 billion BIC® shavers selected each year across the globe are all
inspected with the greatest level of attention: 100% of blades, molded components
and finished products are subjected to both a visual and dimensional verification, by
means of 30 distinct quality controls. 100% of shavers are checked during assembly.
100% of packages are inspected. BIC also regularly convenes expert panels and consumer
groups composed of men or women who test the new products and enable the brand to
always remain in close touch with the public's expectations.
SHAVERS A single strand of beard hair is as strong as a copper wire of the same diameter. To cut the hair without irritating the skin, the blade edge, invisible to the naked eye, must be perfectly smooth. Only automated precision yields this kind of sharpness.
THIS EXPERTISE HAS ENABLED BIC TO ENHANCE ITS PRODUCT RANGE TO CONTINUOUSLY MEET CONSUMER EXPECTATIONS. TODAY, CONSUMERS CAN EASILY FIND IN STORES ANYWHERE IN THE WORLD 1 BLADE, 2 BLADES, 3 BLADES, 4 BLADES… AND, SINCE THIS PAST JANUARY IN NORTH AMERI-CA, 5 BLADES SHAVERS - AN EVENT EAGERLY ANTICIPATED BY THE BRAND'S MOST DEDICATED FANS… AND THERE ARE MANY.
PRODUCED WITH PRECISIONSIMPLE TO USE,
TECHNOLOGY ACCURATE TO THE MICRON!
3 plants
FRANCE
Verberie
GREECE
Athens
BRAZIL
VerberieManaus
BIC®
Fle
x 3
In 1979, BIC introduced in the United States its
first women's shaver. It didn't take long for
women to adopt this simple, efficient and
affordable product. As of 1994, the launch of
the twin-blade BIC® Twin Lady/Silky Touch®
shaver had radically transformed the women's
shaving market.
In 2004, the rollout of BIC® Soleil® turned out
to be quite the event, offering the first
non-refillable women's shaver to be specifi-
cally designed for women. During the consu-
mer testing phase, participants spon-
taneously spoke of "an
extension of their hand".
Its packaging also provi-
ded an element of
surprise . Out with boring
packaging: the BIC®
Soleil® was to be radiant,
rounded. The BIC woman
was born: a simple, natu-
ral, "girl next door" type woman looking for
products adapted to her expectations and
lifestyle.
BIC now offers a complete line of
high-performance shavers (like the
BIC® Soleil® GlowTM recently launched in
North America), in a bouquet of
refreshing and feminine colors, with or
without a grip, with one or more fixed
or flexible blades, and with lubricating
strips enriched with Aloe vera, Vitamin
E, lanoline, or coconut milk for even
more glide, yet with one commonality:
always at a fair price.
THE FEMALE SHAVING EXPERIENCE
THE RANGE OF BIC® WOMEN'S SHAVERS IS NOW THE MARKET-VOLUME LEADER IN BOTH FRANCE AND THE U.S.**Sources: Nielsen - 2014 - French market for non-refillable women's shavers. IRI, US Multi-Outlet Volume Share, YTD 28-DEC-14 - American market for non-refillable women's shavers.
of women use a manual shaver the majority of the time.
83%In the United States
94%In Brazil,
of women shave their armpits.
of women use a non-refillable shaver the majority of the time.
Source: Synovate Usage & Attitudes - January 2011. Study conducted online among a sample of n=700 respondents aged 13-49 years old.
61%In France,
Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old. Manual = non-electric
Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old.
By their performance, as recognized by consumers?While such is certainly the case, it's not the whole story. Price remains a major consideration and for 40 years, BIC has worked hard to offer its shavers at a fair price; these efforts have won praise from men across the globe.
EVERYDAY OR NOT…
WHETHER THEY SHAVE MEN STILL PREFER
For men, the act of shaving is often much more than a simple reflex performed regularly after waking up in front of the mirror. It's also time for himself, the moment when he can choose the image that he wants to project to others, when he can show the different aspects of his personality.
Some consider shaving as a necessary ritual, while others devote all the time and energy needed. Others, especially younger men, have for the past several years elected to forgo shaving everyday altogether. They sport a chin strap or three days of stubble or, for the most hipster among them, a long thick beard (56% of American men most often
wear a neatly trimmed beard. Source: TNS Usage & Attitudes - January 2014.
Study conducted online among a sample of n=800 respondents aged 16-45
years old.)
In light of these recent trends, BIC nonetheless continues to win over new enthusiasts everywhere in the world. What's behind this?This brand with the renowned logo has always strived to provide the best answer to the specific function of shaving and concentrates on bringing to market a complete range of non-refillable shavers offering techno-logical innovations at the fairest price. Over the years, by improving blade efficiency, BIC has created for its shavers a market positioning, handle design, performance, etc. that have been continually improved while meeting the array of expectations expressed by the increasing number of users.
HOW CAN THE SUCCESS OF BIC® SHAVERS BE EXPLAINED?
of men consider BIC® to be a brand offering
a good value for the money.
67%In France,
of men who use non-refillable shavers do so first and foremost for
convenience.
63%In the United States
of men have used a manual shaver within the past
12 months.
66%In Brazil,
SHAVERS
Source: Synovate Usage & Attitudes - January 2011. Study conducted online among a sample of n=700 respondents aged 18-49 years old.
Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old.
Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old.Manual = non-electric
MEETING WITH...
LARS LARSEN
What do you think about the BIC® Shavers? from BIC® 1 Classic to BIC® Flex 5TM? Their
design? Their ergonomy? Their evolution over the past 40 years?
BIC shavers has over the years evolved from simple and bold to more complex and expressive.
An evolution driven by innovation, market demands and a focus on developing the best
possible consumer products with continuous optimized performance, intuitive use and
availability at fair prices.
BIC® shavers are consumer good products, sold in 160 countries. Can such a product, be
both affordable and extremely well designed?
The answer is yes – design can be ugly and expensive and beautiful and affordable. It all matters
on the strategy of the company, the ambition of the decision makers and the designers you
work with.
Would you be inspired by this product? Which kind of evolution would you imagine for BIC®
shavers?
The obvious direction is continuing the evolutionary path laid out. A clear focus on better perfor-
mance, new production technologies and shavers becoming more and more like Fomula1 cars or
shoes designed for running the fastest ever and breaking new records. One could also break the
evolutionary chain and ask the question if a shaver could be equally as good, high performing and
well selling if it was driven by the idea of creating only one shaver – the ultimate icon of shavers
not aimed at male and female consumption, not driven by market forces and power of the new,
but the ambition of creating one shaver for all times?
Industrial designer educated from the Royal Danish Academy of Fine Arts in Architecture and the
Danish Design School in furniture and product design. Founder of two design agencies, Kilo and
KiBiSi. Kilo was founded in 2005 and is today among Scandinavia’s most influential design studios.
www.kilodesign.dk.
INDUSTRIAL DESIGNER
OU NE...
A CUTTING EDGE INTERVIEW WITH BRUNO BICH
BRUNO BICH RECALLS FOR US THE LAUNCH OF THE FAMOUS BIC® 1 CLASSIC SHAVER. AN EXCLUSIVE MEETING WITH THE CHAIRMAN OF THE BOARD AND SON OF MARCEL BICH.
You were Sales Manager for BIC's American operations in 1975 when your father launched the BIC® 1 shaver; what are your recollections?It was during a period when my father was involved in the America's Cup challenge and his fellow crew members during the regatta had also become shaver testers! We would be handed shavers and each of us were asked to shave one cheek with a competitor's shaver, the other cheek with BIC®! My father always placed great emphasis on consumers' assessments of his products.
According to you, how did BIC® shavers become such a success?BIC® shavers, whether for men or women, offer consumers an excellent shave at a very fair price, regardless of the model or country where they're being marketed. The best shave at the best price, I would say that's the key factor success.
The line of BIC® shavers is regularly being expanded with new models. I've got a personal question: which one do you use?I'm currently testing against our top competitors the very latest BIC® Flex 5TM, which we've just launched in the United States and Canada. It provides an excellent shave. I'm also testing our upcoming releases, but I won't go into any more detail!
Chairman of the Board
THROUGHOUT THE WORLDBIC®: A LEADING POSITION
in the non-refillableshaver segment
N°2United States + Brazil
+ Europe
IN VALUE
in the non-refillableshaver segment
N°1United States
IN VOLUME
in the women's non-refillable
shaver segment
N°1IN VOLUME
Sources: IRI/Nielsen - Global (USA + Total Europe + Brazil) - 2014
2.6 billion BIC® shavers are purchased every year worldwide. Since 1975, BIC has manufactured more than 60 billion shavers.
of Group sales revenue
account for
19%Shavers:
in the non-refillable shaver segment
N°2Europe
IN VOLUME
Source: Nielsen - Total Europe, excludingdistributors' own brands - 2014
Source: IRI, US Multi-Outlet Volume Share, YTD28-DEC-14
in the women's non-refillable
shaver segment
N°1France + Greece
+ Spain + Italy
IN BOTH VOLUME AND VALUE
Source: Nielsen - France, Greece, Italy, Spain - 2014
in the non-refillableshaver segment
N°2Brazil
IN BOTH VOLUME AND VALUE
Source: Nielsen – Brazil - 2014
OU NE...
OF HUMOUR
An excellent shave at a fair price, such is the motto being championed by BIC®, which day in day out continues to win over an increasing number of men and women throughout the world seeking a practical and reliable solution for accom-plishing their daily shaving routineThe BIC® spirit, combining simplicity, fairness and irreve-rence, can be seen in the past 40 years' communication campaigns the Group has used to promote its products.Well adapted to local cultural codes, these campaigns also typically feature a note of humor, a key characteristic of the brand's image.
A TOUCH
www.bicworld.com
PRESS RELATIONSBIC
Albane de La Tour d'ArtaiseTel: +33 (0)1 45 19 51 51
YEARS