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BIC is looking for brand ambassadors to refine its AI shaving tech strategy


By John Glenday | Reporter

January 7, 2020 | 3 min read

BIC, specialists in stationery, lighters and shavers, is seeking a bigger cut of the latter market by embracing brand ambassadors to push its AI-enabled shaver which promises an intelligent trim.


BIC sharpens up its marketing with brand ambassador strategy

Developed in partnership with connected services provider Invoxia, The Next BIC Thing, is a collaborative innovation platform designed to directly involve consumers in research and development.

This is achieved by enabling select consumers to become brand ambassadors which will see them privy to prototype designs (such as the AI razor) and given access to BIC employees to provide feedback.

Thomas Brette, group innovation and insights officer at BIC, said: “CES is a tremendous opportunity to illustrate BIC’s focus on the needs of the modern consumer.

"The Next BIC Thing is one of many initiatives underway at BIC that will not only broaden and strengthen the insights we use to create products that consumers want and need but enhance our growth path.”

BIC’s flagship grooming gadget promises to harness the power of data to achieve the ultimate shave, factoring in variables such as temperature, humidity, hair density, shaving speed, number of strokes, time spent shaving and blade dullness to achieve the desired look.

Last August The Drum caught up with Mary Fox, general manager of BIC North America.

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