Bic was agile as a company in seeing the need and then creating a solution. Gurevich says the approach was “basically undoing the rules” that had been in place.
“We wrote our manifesto from the voice of the consumer not the manufacturer,” she says. “The packaging was designed to be no-frills because the story was in the product, not in an overly fancy design. We also knew we needed to partner with customers who shared the same values of inclusivity and authenticity.”
To reach the shopper target (“Genzennials” ages 18-34), Bic partnered with Inspira Marketing Group for brand strategy work, hero creative development and omnichannel planning focused on key retailers.
“We knew it was essential to show our customer partners how we would disrupt shoppers and educate on the role this innovative category and product would play in their lives,” Gurevich says. “We created a ‘push-pull-repeat’ shopper journey to design the omnichannel execution. Push was focused on driving to the store with digital advertising and co-op radio depending on the market; pull from the shelf with breakthrough merchandising and compelling offers; and repeat driven by the great product performance coupled with incentives to come back.”
The result: The brand is changing the category paradigms, leading the future for a more inclusive grooming category, according to Gurevich. Us. is building trial and growing market share every week, reaching an all-time share high of 60% and becoming the No. 2 razor system at Dollar General, she says.
Furthermore, Us. brought new shoppers into the shaver category, with key customers posting 62% category growth and 30% in incremental sales. And by offering the utility of two SKUs (male and female) in one package, the razors help retailers manage limited space as well.
“From a consumer perspective, purchase intent has remained high at 87% among the target audience,” Gurevich says. “And consumers love the product. More than 1,000 online reviews gave Us. a 4.6 out of 5 star rating.”
Given the June 2020 launch of Us., the pandemic created a major challenge as much of the activation was in-store and around-the-store.
“We had to pivot our plans,” Gurevich says. “Luckily, our customer partners, agencies and internal teams were agile and quick to respond. We also recognized how challenging it was for the store employees – going to work during the pandemic. So, for one of our major Us. customers, we offered free coupons for the brand to all employees and publicly thanked them on their employee intranet.”
Gurevich says a team of top internal members and “world-class agencies” helped bring the launch to life, led by Inspira Marketing. She also credits Merkley + Partners (for advertising) and MWW (PR).
“I like to say ‘Us. couldn’t have been Us. without You’ because it was truly the best team working on this launch,” Gurevich adds.
Gurevich has moved on from the senior brand manager role and is now director of the Global Shaver Portfolio. She’s responsible for developing global strategy, innovation roadmap, brand positioning, brand architecture and global communication for shavers around the world.