BE FLEX
The image of BIC razors is intimately linked to the iconic BIC 1 Orange launched in 1975.
Recognized for its accessibility and reliability, BIC however suffers from a less qualitative perception vs its competitors (comfort, shave quality, durability of blades, good shaving slip...).
This is why, to announce the launch on the market of its new flagships Flex5 and Flex5 Hybrid, BIC wanted to own a unique and long lasting advertising territory.
