BIC USA disrupts grooming category with gender neutral razor launch on Amazon

BIC USA disrupts grooming category with gender neutral razor launch on Amazon

BIC has launched a gender neutral, direct-to-consumer razor brand, named Made For You, in a bid to disrupt the shaving category.

The razor will be available exclusively on Amazon and features a metal handle and five flexible blades together with a lubrication strip infused with aloe and vitamin E. It is available in five colour ways.

“We developed the Made For You brand to disrupt the grooming category and redefine how consumers shop for personal care products,” said Mary Fox, BIC North America GM. “With shave clubs and other grooming brands, 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.”

“As part of our Invent the Future initiative, BIC is transforming to be an even more consumer-centric, omni-channel company,” says Benoit Marotte, Group Commercial Officer of BIC Group. “We are proud to launch the Made For You brand, which answers consumers’ expectations for an innovative and simple solution, delivering great shaving performance at a great price, all as an exclusive offering on Amazon.”

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