Consumer Study Drives BIC to Expand DTC Brand on Amazon
BIC has unveiled a line-up of grooming products under its direct-to-consumer brand, Made For YOU – one brand created for everybody and every body. Made for YOU Shave Cream, Body Lotion and Face Lotion complement the Made For YOU refillable razor system, expanding the brand's product offerings available exclusively on Amazon, and marking BIC's first entry into these grooming categories in the United States.
A BIC-commissioned study by research firm Ipsos found that 69% of consumers 18-34 years old believe companies should create more unisex personal care and beauty products. Made For YOU taps into the evolving consumer mindset that calls for more inclusive choices in the personal care industry, providing everything you need and nothing you don't, regardless of your gender, age or race.
"Consumer-centricity is our obsession, and this journey began with a simple insight – a rising population of consumers are seeking a high performing product that addresses their needs, regardless of gender," says Mary Fox, general manager of BIC North America. "This exciting line-up of grooming products was a natural next step for BIC and the Made For YOU brand. We listened closely to what consumers are looking for in their grooming routine and found that they want great products that perform for every body. Made For YOU gives them just that."
The full Made For YOU product line-up is designed and manufactured by BIC and exclusively available on Amazon.com.