For more than 50 years, BIC has honoured the tradition of providing high-quality, affordable products to consumers everywhere. Through this unwavering dedication, BIC has become one of the most recognized brands in the world. Over 35 million BIC shavers, pens and lighters are sold every day in over 160 countries around the world. In 2007, BIC recorded net sales of 1,456 million euros.

TLC's appointment comes after 12 months of strategic evaluation by BIC and TLC into the potential for brand extension, and the identification of products that will represent the core brand values of BIC, including function, reliability, quality and value.

The brand extension programme will follow BIC's vision of providing consumers with 'simple, inventive and reliable choices for everyone, everywhere, every time'.

Brand Values

Orange colour
Accessibility
Fun aspect
Simplicity
Ingenuity
Friendliness
Irreverent