In a market segmentation study, BIC Corp. (Milford

In a market segmentation study, BIC Corp. (Milford, Conn.) found that consumers approach shaving blades in distinct sub-categories: one-piece and refillables. "There's a volume split and 60 percent falls within one-piece," says Rebecca Clulow, group product manager, lighters/shavers.

The study also revealed a definite shift from value brands to premium, Clulow adds. Where price used to be a determining factor in a consumer's choice of a blade, premium brands have gained three percentage points over value brands to hit 53 percent of the segment, she says.

And what are the distinguishing characteristics of a premium shaving blade? "Consumers are increasingly looking for lubricating strips, advanced handle technology and a close and comfortable shave," says Clulow. "They are seeking little enhancers and benefits."

To meet these demands, BIC recently added three shavers in the BIC Plus line: BIC Plus with Beard Softeners for men, BIC Plus with Lanolin and Vitamin E for women, and BIC Plus with Aloe and Vitamin E-Sensitive. The BIC Plus shaver has two lubricating strips. "With the dual strip you get two strips of moisture, not one, with two different lubricants, aloe and vitamin E," says Clulow. "In the women's, there's lanolin and vitamin E. With men, the ingredients are not as critical. The lubricating strip is more important."

More than half of consumers surveyed said a lubricating strip was very important, Clulow says, and more than three-quarters said the same for maneuverability and control.

Clulow sees the emphasis on lubricating strips continuing.

BIC continues to be the No. 1 brand of one-piece shavers, dominating the value one-piece segment with a 60 percent share. The launch of the three new BIC Plus shavers, according to the company, was prompted by significant segment growth. The premium one-piece shaver market now represents 677 million units and $296 million in annual sales.

While the premium segment is growing, value is still significant in BIC's plans. The BIC Plus delivers quality and value, says Clulow. "Here's a shaver that's one step up in features." She positions the new shavers as premium products with a value advantage and a good price point, and she says they have been well received by both customers and retailers. "We can go into a retailer and help them cut in on a store-by-store basis," she says. BIC can create planograms, and it advocates not eliminating SKUs, but eliminating facings to create space for new items.

BIC supports its products with an extensive packaging program that Clulow says creates a real distinction between BIC and the value brands. "There's a more premium look and feel to the package," she says.

The company plans more store-level tie-ins with other HBC items for 1999. Also significant is a shift in focus for advertising, which will skew younger, focusing on the 18- to 35-year-old shavers who lean toward the premium segment.

BIC Plus Shavers are available in 5-pack, 10-pack and 2-pack trial sizes. Suggested retail prices are $2.29 for a 5-pack and $3.29 for a 10-pack.