In both Europe and North America BIC continued to grow the business successfully with new products featuring the latest innovative moveable blade technology (4‑blade BIC® Comfort 4 and BIC® Flex 4 for men and BIC® Soleil® Bella™ for women). In Europe demand for 3‑blade classic shavers (particularly the BIC® 3 and pure 3® ranges) continued to be strong, as it was for the new BIC® Flex 3. In the united States, where BIC® was the only brand to gain market share, growth was led by strong performances in 3‑blade shavers, such as the BIC® Soleil® range for women and the innovative BIC® Hybrid Advance™ .
In developing markets, sales reached two‑digit growth. In Latin America good performance continued thanks to the entire range of BIC® products (single, 2‑ and particularly 3‑blade shavers). “For these countries, our strategy is to adapt our products to location- specific needs. This kind of
This kind of development requires a lot of work with distribution networks.
100 DAys OF sunny MOMEnts
In the united States, BIC executed a major promotional
program for the BIC® Soleil® shaver line. The 100 days of Sunny Moments promotion began in May 2011, and for
100 days consumers had the chance to win prizes and learn
more about the BIC® Soleil® brand via a special website,
cross country tour and outdoor and print advertising.
rEvvinG uP sHAvEr sAlEs!
BIC uSA's creative custom built Flex4 Chopper promotion was
a major success generating multinational Tv exposure on the Tv show, American
Chopper: Senior vs. Junior and was a hit at consumer and major customer events across the uSA.
good year for shavers
2011 A very
sHAvErs nEt sAlEs On tHE risE
development requires a lot of work with distribution networks which are extremely fragmented in some areas. As an example, Pakistan totals more than 265,000 points of sale compared to 70,000 in France,” points out peter van den Broeck, General Manager Middle East and Africa.
On a comparative basis