www.bicworld.com

PRESS RELATIONSBIC

Albane de La Tour d'ArtaiseTel: +33 (0)1 45 19 51 51

albane.delatourdartaise@bicworld.com

YEARS

YEARS

FROM FLINT TO… THE "SAFETY" SHAVER

A few decades later, the first "safety" shaver with a double-edge blade was invented in the United States and

then widely popularized by the American Army during World War I. The electric shaver came onto the scene

at the start of the 1930's.

Shaving has been a human experience for 30,000 years. Homo sapiens were already

shaving with a flint stone, a seashell or a shark tooth. It was not until the Bronze Age

however that the first blades shaped like a disc or crescent actually appeared.

A full-body shave would be the specificity of ancient Egyptian priests. As an indication

of their wealth, Pharaohs had themselves buried along with their collection of shavers.

For the Greek philosophers, sporting a beard was considered fashionable.

During the Middle Ages, Pope Leon IX prohibited the clergy from wearing beards, and

monks were requested to shave once a month using a "razoer", a blade attached to a

wooden handle.

The straight shaver first won acclaim around the time

of the Renaissance. Sharpened on leather, it cut well

enough to be favored by Medieval barber-surgeons. In

the 18th century, men were shaving with a shaver comb.

THESE VARIOUS SHAVING TECHNIQUES ALL HAVE ONE THING IN COMMON; THEY ARE HARD TO USE, REQUIRE CONSIDERABLE DEXTERITY AND OFTEN GET DELEGATED TO "EXPERTS".

AGO,A REAL REVOLUTION:

THE LAUNCH OF THE BIC® SHAVER

In light of this observation, Marcel Bich, who had already enjoyed

tremendous success when launching BIC® pens and BIC® lighters,

reflected on the prospect of introducing a shaver that would be

safe, practical and universally accessible; such a venture seemed

highly risky given the major industrial players occupying the market in 1975. Marcel Bich began looking for an

outstanding blade supplier and contracted Violex, a Greek company, renowned since 1952 for the quality of its

blades. The result of this collaboration: the BIC® shaver, the first and unique one-piece shaver with an integrated

blade, was released in 1975.

ITS STRENGTHS: an extremely high-quality blade, embedded and very well positioned

to avoid cuts, plus a functional and lightweight handle to speed the shaving process, all

at a fair and attractive price. The BIC® shaver is truly a revolutionary product.

I

ITS SUCCESS WAS IMMEDIATE AND SALES SOAR THROUGHOUT THE WORLD. MARCEL BICH STATED IN THE

COMPANY'S 1975 ANNUAL REPORT: "OUR SALES HAVE PROGRESSED ACROSS THE ENTIRE GLOBE. OUR

SHAVER HAS BEEN COPIED BY THE WORLD'S LARGEST MANUFACTURERS. THE INTENSITY OF THEIR RESIS-

TANCE TO OUR SALES GROWTH CONFIRMS THE STRONG OUTLOOK FOR THIS PRODUCT."

MEN WERE SHAVING ON A REGULAR BASIS. OVER

TIME, THEIR SHAVING INSTRUMENTS HAD EVOLVED,

YET THEY WERE INCREDIBLY COMPLICATED TO USE ,

AND CAME AT TIMES WITH A LACK OF SAFETY OR AT

A HIGH PRICE.

"Sold at the same price as a similar quality blade*, this price point is entirely justified by a better cutting angle and an improved blade

housing, with a single edge capable of shaving at least as many beards as

the two edges of an ordinary blade.Eliminating the second edge pays for the plastic part of the shaver."

Marcel Bich, 1975

1975BIC® ClassicSingle blade

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YEARS

FOR YEARS THE RANGE KEEPS EXPANDING!

1979

BIC® Classic SensitiveSingle blade

1988

BIC® Metal BarSingle blade

Protective bar

1992

BIC® Twin Select®

2 blades

2000

BIC® Comfort Twin

2 blades

2005

BIC® 3®

3 blades

2005

BIC® Comfort 3® Advance®

3 blades with pivoting head

2009

BIC® Hybrid 3 ComfortTM/Easy

Unique concept1 handle and 6 heads in the same package

2010

BIC® Flex 4®

4 flexible blades

2011

BIC® Flex 3TM

3 flexible blades

2015

BIC® Flex 5TM

5 flexible blades

DISCOVER THE MAJOR INNOVATIONS FOR MEN…

1978

BIC® Classic Lady

Single blade

1990

BIC® MetalPastel

Single bladeProtective bar

1994

BIC® Twin Lady/Silky Touch®

2 blades

2001

BIC® Comfort Twin Lady

2 blades

2004

BIC® Soleil® 3 blades

First shaver with an ergonomically

shaped handle

2006

BIC® Pure 3®

Lady3 blades

2005

BIC® Soleil® Twilight®/Scent®

3 blades with a scented handle

2009

BIC® Soleil® Bella®

4 flexible blades

2011

BIC® Miss/Simply Soleil®

3 bladeswith a flower handle

2014

BIC® Soleil® GlowTM

3 blades with a pivoting head and a protective shield

AND THE MAJOR INNOVATIONS FOR WOMEN

enriched with Aloe vera and Vitamin E to enhance glide

A PIVOTING HEADThree independent blades,

positioned to within a micron and aligned in perfect geometry

inside a pivoting head. For a shavingexperience that's efficient and safe.

ERGONOMICHANDLE

OFFERING A GOOD GRIP

For ease of handling and control to ensure an optimized shave.

LUBRICATING STRIP

Anticorrosive and hygienic

METAL CLIPS

These fixtures distributepressure evenly while shaving.

SPRINGS, BLADE SUPPORTS

MARKETED IN OVER 160 COUNTRIES, BIC® SHAVERS ARE ALL MANUFAC-

TURED IN THE GROUP'S OWN PLANTS, ON MACHINES DESIGNED BY BIC

FOLLOWING STATE-OF-THE-ART TECHNOLOGICAL PROCESSES INCLUDING

HIGHLY DEMANDING CONTROLS. STEP INTO A BIC FACTORY AND DISCOVER

A MUCH MORE SOPHISTICATED ENVIRONMENT THAN YOU COULD HAVE

EVER IMAGINED.

The manufacturing of shaver blades relies on one of

the most high-precision technologies ever developed

for mass consumption products; the BIC® blade

edge is 2,000 times smaller than a hair! This precision

required on each of the 4.9 billion blades produced

annually can only be provided through meticulous

control of their manufacturing from one end of the

chain to the other. For this reason, all BIC® shavers

are produced in the Group's own facilities, in

Athens (Greece), Verberie (France) and Manaus

(Brazil).

UNRELENTING CONTROLSTo ensure that they all display the same quality regardless of their country of

sale, the 2.6 billion BIC® shavers selected each year across the globe are all

inspected with the greatest level of attention: 100% of blades, molded components

and finished products are subjected to both a visual and dimensional verification, by

means of 30 distinct quality controls. 100% of shavers are checked during assembly.

100% of packages are inspected. BIC also regularly convenes expert panels and consumer

groups composed of men or women who test the new products and enable the brand to

always remain in close touch with the public's expectations.

SHAVERS A single strand of beard hair is as strong as a copper wire of the same diameter. To cut the hair without irritating the skin, the blade edge, invisible to the naked eye, must be perfectly smooth. Only automated precision yields this kind of sharpness.

THIS EXPERTISE HAS ENABLED BIC TO ENHANCE ITS PRODUCT RANGE TO CONTINUOUSLY MEET CONSUMER EXPECTATIONS. TODAY, CONSUMERS CAN EASILY FIND IN STORES ANYWHERE IN THE WORLD 1 BLADE, 2 BLADES, 3 BLADES, 4 BLADES… AND, SINCE THIS PAST JANUARY IN NORTH AMERI-CA, 5 BLADES SHAVERS - AN EVENT EAGERLY ANTICIPATED BY THE BRAND'S MOST DEDICATED FANS… AND THERE ARE MANY.

PRODUCED WITH PRECISIONSIMPLE TO USE,

TECHNOLOGY ACCURATE TO THE MICRON!

3 plants

FRANCE

Verberie

GREECE

Athens

BRAZIL

VerberieManaus

BIC®

Fle

x 3

In 1979, BIC introduced in the United States its

first women's shaver. It didn't take long for

women to adopt this simple, efficient and

affordable product. As of 1994, the launch of

the twin-blade BIC® Twin Lady/Silky Touch®

shaver had radically transformed the women's

shaving market.

In 2004, the rollout of BIC® Soleil® turned out

to be quite the event, offering the first

non-refillable women's shaver to be specifi-

cally designed for women. During the consu-

mer testing phase, participants spon-

taneously spoke of "an

extension of their hand".

Its packaging also provi-

ded an element of

surprise . Out with boring

packaging: the BIC®

Soleil® was to be radiant,

rounded. The BIC woman

was born: a simple, natu-

ral, "girl next door" type woman looking for

products adapted to her expectations and

lifestyle.

BIC now offers a complete line of

high-performance shavers (like the

BIC® Soleil® GlowTM recently launched in

North America), in a bouquet of

refreshing and feminine colors, with or

without a grip, with one or more fixed

or flexible blades, and with lubricating

strips enriched with Aloe vera, Vitamin

E, lanoline, or coconut milk for even

more glide, yet with one commonality:

always at a fair price.

THE FEMALE SHAVING EXPERIENCE

THE RANGE OF BIC® WOMEN'S SHAVERS IS NOW THE MARKET-VOLUME LEADER IN BOTH FRANCE AND THE U.S.**Sources: Nielsen - 2014 - French market for non-refillable women's shavers. IRI, US Multi-Outlet Volume Share, YTD 28-DEC-14 - American market for non-refillable women's shavers.

of women use a manual shaver the majority of the time.

83%In the United States

94%In Brazil,

of women shave their armpits.

of women use a non-refillable shaver the majority of the time.

Source: Synovate Usage & Attitudes - January 2011. Study conducted online among a sample of n=700 respondents aged 13-49 years old.

61%In France,

Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old. Manual = non-electric

Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old.

By their performance, as recognized by consumers?While such is certainly the case, it's not the whole story. Price remains a major consideration and for 40 years, BIC has worked hard to offer its shavers at a fair price; these efforts have won praise from men across the globe.

EVERYDAY OR NOT…

WHETHER THEY SHAVE MEN STILL PREFER

For men, the act of shaving is often much more than a simple reflex performed regularly after waking up in front of the mirror. It's also time for himself, the moment when he can choose the image that he wants to project to others, when he can show the different aspects of his personality.

Some consider shaving as a necessary ritual, while others devote all the time and energy needed. Others, especially younger men, have for the past several years elected to forgo shaving everyday altogether. They sport a chin strap or three days of stubble or, for the most hipster among them, a long thick beard (56% of American men most often

wear a neatly trimmed beard. Source: TNS Usage & Attitudes - January 2014.

Study conducted online among a sample of n=800 respondents aged 16-45

years old.)

In light of these recent trends, BIC nonetheless continues to win over new enthusiasts everywhere in the world. What's behind this?This brand with the renowned logo has always strived to provide the best answer to the specific function of shaving and concentrates on bringing to market a complete range of non-refillable shavers offering techno-logical innovations at the fairest price. Over the years, by improving blade efficiency, BIC has created for its shavers a market positioning, handle design, performance, etc. that have been continually improved while meeting the array of expectations expressed by the increasing number of users.

HOW CAN THE SUCCESS OF BIC® SHAVERS BE EXPLAINED?

of men consider BIC® to be a brand offering

a good value for the money.

67%In France,

of men who use non-refillable shavers do so first and foremost for

convenience.

63%In the United States

of men have used a manual shaver within the past

12 months.

66%In Brazil,

SHAVERS

Source: Synovate Usage & Attitudes - January 2011. Study conducted online among a sample of n=700 respondents aged 18-49 years old.

Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old.

Source: TNS Usage & Attitudes - January 2014. Study conducted online among a sample of n=800 respondents aged 16-45 years old.Manual = non-electric

MEETING WITH...

LARS LARSEN

What do you think about the BIC® Shavers? from BIC® 1 Classic to BIC® Flex 5TM? Their

design? Their ergonomy? Their evolution over the past 40 years?

BIC shavers has over the years evolved from simple and bold to more complex and expressive.

An evolution driven by innovation, market demands and a focus on developing the best

possible consumer products with continuous optimized performance, intuitive use and

availability at fair prices.

BIC® shavers are consumer good products, sold in 160 countries. Can such a product, be

both affordable and extremely well designed?

The answer is yes – design can be ugly and expensive and beautiful and affordable. It all matters

on the strategy of the company, the ambition of the decision makers and the designers you

work with.

Would you be inspired by this product? Which kind of evolution would you imagine for BIC®

shavers?

The obvious direction is continuing the evolutionary path laid out. A clear focus on better perfor-

mance, new production technologies and shavers becoming more and more like Fomula1 cars or

shoes designed for running the fastest ever and breaking new records. One could also break the

evolutionary chain and ask the question if a shaver could be equally as good, high performing and

well selling if it was driven by the idea of creating only one shaver – the ultimate icon of shavers

not aimed at male and female consumption, not driven by market forces and power of the new,

but the ambition of creating one shaver for all times?

Industrial designer educated from the Royal Danish Academy of Fine Arts in Architecture and the

Danish Design School in furniture and product design. Founder of two design agencies, Kilo and

KiBiSi. Kilo was founded in 2005 and is today among Scandinavia’s most influential design studios.

www.kilodesign.dk.

INDUSTRIAL DESIGNER

OU NE...

A CUTTING EDGE INTERVIEW WITH BRUNO BICH

BRUNO BICH RECALLS FOR US THE LAUNCH OF THE FAMOUS BIC® 1 CLASSIC SHAVER. AN EXCLUSIVE MEETING WITH THE CHAIRMAN OF THE BOARD AND SON OF MARCEL BICH.

You were Sales Manager for BIC's American operations in 1975 when your father launched the BIC® 1 shaver; what are your recollections?It was during a period when my father was involved in the America's Cup challenge and his fellow crew members during the regatta had also become shaver testers! We would be handed shavers and each of us were asked to shave one cheek with a competitor's shaver, the other cheek with BIC®! My father always placed great emphasis on consumers' assessments of his products.

According to you, how did BIC® shavers become such a success?BIC® shavers, whether for men or women, offer consumers an excellent shave at a very fair price, regardless of the model or country where they're being marketed. The best shave at the best price, I would say that's the key factor success.

The line of BIC® shavers is regularly being expanded with new models. I've got a personal question: which one do you use?I'm currently testing against our top competitors the very latest BIC® Flex 5TM, which we've just launched in the United States and Canada. It provides an excellent shave. I'm also testing our upcoming releases, but I won't go into any more detail!

Chairman of the Board

THROUGHOUT THE WORLDBIC®: A LEADING POSITION

in the non-refillableshaver segment

N°2United States + Brazil

+ Europe

IN VALUE

in the non-refillableshaver segment

N°1United States

IN VOLUME

in the women's non-refillable

shaver segment

N°1IN VOLUME

Sources: IRI/Nielsen - Global (USA + Total Europe + Brazil) - 2014

2.6 billion BIC® shavers are purchased every year worldwide. Since 1975, BIC has manufactured more than 60 billion shavers.

of Group sales revenue

account for

19%Shavers:

in the non-refillable shaver segment

N°2Europe

IN VOLUME

Source: Nielsen - Total Europe, excludingdistributors' own brands - 2014

Source: IRI, US Multi-Outlet Volume Share, YTD28-DEC-14

in the women's non-refillable

shaver segment

N°1France + Greece

+ Spain + Italy

IN BOTH VOLUME AND VALUE

Source: Nielsen - France, Greece, Italy, Spain - 2014

in the non-refillableshaver segment

N°2Brazil

IN BOTH VOLUME AND VALUE

Source: Nielsen – Brazil - 2014

OU NE...

OF HUMOUR

An excellent shave at a fair price, such is the motto being championed by BIC®, which day in day out continues to win over an increasing number of men and women throughout the world seeking a practical and reliable solution for accom-plishing their daily shaving routineThe BIC® spirit, combining simplicity, fairness and irreve-rence, can be seen in the past 40 years' communication campaigns the Group has used to promote its products.Well adapted to local cultural codes, these campaigns also typically feature a note of humor, a key characteristic of the brand's image.

A TOUCH

www.bicworld.com

PRESS RELATIONSBIC

Albane de La Tour d'ArtaiseTel: +33 (0)1 45 19 51 51

albane.delatourdartaise@bicworld.com

YEARS