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06/23/2022

BIC heightens shaving experience with scented Soleil Escape razor

To launch the new Soleil Escape razor, which features a lavender- and eucalyptus-scented handle, BIC is working with Julianne Hough on its Tickle Your Senses campaign.
Gisselle Gaitan
Online Editor
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bic soleil escape razor

BIC is highlighting the importance of indulging and unwinding with the launch of a brand-new product and campaign.

To kick things off, the Shelton, Conn.-based company is debuting its new Soleil Escape product, which is a sensorial razor with a lavender- and eucalyptus-scented handle, for an immersive shaving experience.

[Read More: BIC’s unisex line caters to personal grooming concerns]

Upon the launch of this new razor, BIC is also debuting its new Tickle Your Senses campaign, which is anchored by a partnership with Emmy Award-winning entertainer and wellness advocate Julianne Hough.

The campaign will feature a variety of advertising, social, influencer, sampling and in-store elements, the brand said.

“As a dancer and artist, movement, energy and experiences that engage all of my senses are incredibly important to me. The right scent can make me feel grounded after a busy day; the perfect song moves me to dance; my favorite snack nourishes and energizes me,” Hough said. “I’m so excited about the ‘Tickle Your Senses’ campaign and the BIC Soleil Escape razor because it makes shaving less of a chore, and more of an enjoyable sensory escape as I get ready to take on the day.”

[Read More: BIC named Official Razor of USA Swimming]

BIC Soleil Escape is available in three or four flexible blade options that individually adjust to the contours of the skin for a smooth and comfortable shave. The razor also is deemed suitable for sensitive skin and contains a moisture strip with 100% almond oil that enhances glide for a smooth shave, the company said.

“BIC Soleil Escape transforms shaving into a luxurious and immersive ritual,” said Katty Pien, vice president of marketing at BIC. “Julianne’s zest for life and enthusiasm for incorporating sensorial elements into her lifestyle is why she's the perfect person to bring our ‘Tickle Your Senses’ campaign to life. She celebrates the self-care mindset that continues to grow as consumers seek products that provide emotional benefits.”

Currently, the BIC Soleil Escape razor is available at such retailers as Target and Walmart, as well as online at Amazon, in a pack of four or 12.

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