US – The brand has launched a new direct-to-consumer line designed to be used by both men and women.
The Made for You razor is Bic’s first product to be launched exclusively on Amazon. The refillable razor system offers a modern design, featuring a premium metal handle and five flexible blades to adapt to the contours of the skin. Retailing at £7 ($8.99, €8), the razors are available in four colours: nickel, teal, navy and white.
‘We developed the Made For You brand to disrupt the grooming category and redefine how consumers shop for personal care products,’ says Mary Fox, general manager of Bic North America. ‘We know consumers have choices, but the Made For You razor system combines everything this consumer is looking for: exceptional performance, terrific value, an inclusive platform and the most seamless shopping experience; thanks to our relationship with Amazon.’
Tapping into evolving consumer mindsets, the launch shows how shaving brands are adopting a more inclusive approach.