FOR IMMEDIATE RELEASE
Contact: Jill Klimack
(203) 783-2051
or
Linda Kwong
(203) 783-2049

BIC GROWS SYSTEM SHAVER PORTFOLIO WITH LAUNCH OF BIC® SOLEIL® SHIMMER™!

BIC® SOLEIL® SHIMMER(TM) • View Large JPEG • Download hi-res JPEG • Download hi-res EPS

BIC Consumer Products USA has announced the addition of BIC Soleil Shimmer with cartridge refills to the successful BIC® Soleil® portfolio.

"BIC Soleil Shimmer will launch in March 2008, giving BIC two products in its systems shaver portfolio," said Linda Palladino, senior brand manager - Shavers, BIC Consumer Products USA.

The primary target audience for BIC Soleil Shimmer is women who are 18 to 34 years old, and the product's secondary target is teenage girls ages 13 to 17. Women will like the fashion appeal of the long, curvy handle, which features shimmery silver sparkles. The triple-blade replacement cartridge has a pivoting head and a wide, soothing moisture strip with cocoa butter.

Palladino noted, "Our main business strategy for the launch of this product is to maximize BIC's value share of the women's triple-blade system category, by continuing to grow awareness and trial with consumers of the original BIC® Soleil® with cartridge refills and the new BIC Soleil Shimmer."

BIC plans to support the BIC Soleil system brand through television, print, internet advertising, a public relations campaign, free standing inserts, in-pack coupons, sampling, and displays.

Available at retail in March 2008, the BIC Soleil Shimmer shaver starter kit (includes one shaver handle with two cartridges) will have a suggested retail price of $6.99. Four pack cartridge refills will also be available for $6.99.