Bic launches gender inclusive razor on Amazon

Razor and ballpen maker Bic has launched a gender neutral razor brand exclusively on Amazon.

Made For You is a unisex brand and the first product Bic launched on the online retailer.

The product is sold in four different colours: nickel, teal, navy and white, with razor refills sold in four-, eight- and 12-packs for US$8.99 Path to Purchase Institute reported.

Bic said the range was made “to shave everybody and every body, no matter who you are or what you shave,” tapping into the increasing need for better diversity and more inclusive options in the FMCG market.

“We developed the Made For You brand to disrupt the grooming category and redefine how consumers shop for personal care products. 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,” Bic North America general manager Mary Fox said.

According to research agency Mintel, 67 per cent of adults who are 18 – 24 years old are interested in using unisex personal care products.

The range will be a part of Amazon’s Subscribe & Save program wherein shoppers can purchase a recurring order easily on schedule and at a discount.

“Amazon will be promoting the brand through its internal channels including display ads”, a Bic spokesperson told the Path to Purchase Institute.

The e-commerce’s Our Brands promotes companies via built-in marketing and advertising on the platform. It includes a Google search ads and influencer activity support for the products who join the program.

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