Bic Launches Gender-Neutral Razor Brand on Amazon

Patrycja Malinowska
Director, Member Content, P2PI
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Bic last week launched a razor brand available exclusively via Amazon.

Dubbed Made For You, the unisex brand made its debut with a refillable razor system as its first product. The handle is available in four colors: nickel, teal, navy and white. Razor refills are packaged in four-, eight- and 12-packs. Prices for what the manufacturer is calling its premium line start at $8.99.

Bic designed the product “to shave everybody and every body, no matter who you are or what you shave,” the company said in a media release that positioned the launch as a way to tap into the evolving consumer mindset calling for more inclusive choices in the personal care industry.

The highly saturated shaving category faces challenges including shifting expectations of shaving and hair removal as well as increased competition from online retailers and subscription services, yet Mintel research cited by Bic indicates that 67% of adults aged 18-24 are interested in using genderless personal care products, identifying room for growth.

Made For You is the first brand Bic has launched exclusively on Amazon, joining companies such as Merisant (the parent of Equal sweetener), GNC and Tuft & Needle. Although Bic referred to Made For You as a “direct-to-consumer” brand in its release, partnering with Amazon adds a convenience factor by leveraging the retailer’s existing Prime membership base and fulfillment operations to offer one-day delivery. The razor refills also are part of Amazon’s Subscribe & Save program, which lets customers set a recurring order on a set schedule with a discount on price.

“We developed the Made For You brand to disrupt the grooming category and redefine how consumers shop for personal care products,” Bic North America general manager Mary Fox said in the release. “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 Amazon’s exclusive brands program, Bic also got access to Vine reviews pre-launch and Made For You products launched with some 30 Vine reviews each. Typically, first-party Amazon vendors pay $60 per product listing for a maximum of five reviews, Digiday reported.

The rewards of being in Amazon’s “our brands” umbrella also include more built-in marketing and advertising on the platform, and Amazon will be promoting the brand through its internal channels including display ads, a Bic spokesperson told the Path to Purchase Institute. Google search ads and influencer activity support.

Currently, Bic is running a sponsored search ad for the term “razor” on Amazon, but the ad links to a page for “Men’s razors” within the brand's main showcase. Drop-down navigation lets visitors switch to a “Women’s razors” page but Made For You is not represented anywhere in the lineup. (Meanwhile, Procter & Gamble's Gillette gets an ad for “shave,” Braun for “shaver,” and Edgewell Personal Care's Schick Hydro for “blade.”)

Made for You instead has its own showcase that — like individual product pages — touts the brand as “sensitive and precise,” “reliable and affordable,” and “flexible and easy to use” while underscoring the product’s five flexible blades, a lubrication strip infused with aloe and vitamin-e, the inclusion of an edging blade and the handle’s rubber grip. A video on the page supports. Marketing support for the launch includes Google search ads and influencer support.

For Amazon, which has pulled back on developing its own brands and is now instead focusing on exclusive brands, the partnership unloads the cost of research & development, manufacturing and sourcing off the retailer while still adding excitement with exclusive new products.

In a similar partnership, P&G is currently rethinking the personal care category with Walmart.