BIC is kicking off a new confidence movement aimed at empowering young South African women.
The newly launched ‘Your Shine, Your Way’ campaign comes in line with the release of the brand’s new Miss Soleil Sensitive razor and looks to help young women embrace their power to shine.
Best shaving solutions
BIC understands that South African women live in a fast-paced world, take on many different roles, and face various daily challenges. As such, the brand wants to give women a convenient and affordable means to take care of themselves, feel beautiful, and build confidence. The company has invested 40+ years of experience in producing high-quality shavers, backed by science, that women can choose and use with confidence. As the market leader of disposable shavers for men and women in South Africa, BIC strives to always provide consumers with the best shaving solutions, bringing to market a complete range of razors offering the latest technological innovations.
BIC recognises that confidence goes far beyond product choices, and speaking about the drive behind the newly launched campaign, Lillian Henderson, marketing director of South East Central Africa, says: “In a world of social pressures and gender norms, BIC believes that we have a role to play in supporting self-care and empowering women to have the confidence to shine in their own way; whether it’s their abilities, their talent, their beauty, or their diversity. Celebrating self-care and actively inspiring and empowering women are just a few ways in which BIC has dedicated itself to the cause.”
Shine your way
As part of the Your Shine Your Way campaign, BIC will be in search of three South African women who embody the values of confidence, spirit, inspiration, motivation, and fun. These women will form the Miss Soleil Squad and will be on a mission to motivate other young women to find their shine too as the brand’s ambassadors. The search for the Miss Soleil Squad will kick-off on the brand’s social channels on the first of September.
The new disposable razor features three flexible blades that adjust to the unique curves of the body, while the lubricating strips with Aloe Vera and Vitamin E ensure a smooth shave and pampered skin. The Miss Soleil Sensitive razor promises less irritation* for sensitive legs, making it suitable for all skin types. (*vs Miss Soleil®).