Another BIC success story! In 2011, the Group launched six new models of shavers that combine high performance, quality and good design, all at the right price.
These new products were well received by consumers in all of the countries where they were launched, making this a very good year for Shavers.
In 2011, although the uncertainty of the economic situation and continuing
crisis made things diﬃ cult, the shaver segment held up well and gained market share on all continents,” said Ed dougherty, in charge of the Group's Shaver category. “We put six new, high-quality products on the market at the right price.” Among those six, there’s the BIC® Flex, non‑ refillable range of men’s shavers with the latest moveable blade technology. This shaver delivers comfort, precision and a smooth shave through its independent blades, each individually spring mounted. “Five years of research and 120,000 hours of work went into perfecting this new blade,” Ed dougherty informs us.
sHAvinG: BEAuty Or FunctiOnAl? BIC always wants to know just what users are really looking for. “We can tell “rational” expectations from emotional expectations,” explains Ed dougherty. In the first case, the consumer is expecting a shave without nicks or irritation, that is comfortable, precise, eﬀ ective and respects his sensitive skin, all for a comfortable price. In the second case, those expectations have more to do with personal ideals related to the image that the product carries, its design, its color and the promise that it delivers to consumers. Ed dougherty adds: “depending on the maturity of the country, the level of expectations is different.
But whether shaving is seen as something to do with beauty or as a purely functional act, we seek to meet the different consumer expectations with our wide range of products.”
PAckAGinG: knOWinG HOW tO ADAPt tO A sPEciFic cOuntry’s PArticulAritiEs In recent years BIC has also thought about how to reduce the amount of raw material that goes into its shavers in order to reduce the cost of its products while keeping an ergonomic, elegant, original design. In 2011, the company managed to do just that for BIC® Miss Soleil® /Simply Soleil® and BIC® Comfort® 3