This is ‘Us.’

Bic has rolled out Us., a new unisex grooming line that, includes razors, shave cream, body lotion and face lotion. 
 
Building off the success of its Made For You direct-to-consumer brand, Us. meets the growing demand for high-quality, affordable beauty and personal care products that address consumer needs, regardless of gender, according to the Shelton, CT-based company. 
 
The Us. brand is available at Dollar General stores across the United States, soon on Walmart.com, and regionally in the Texas market at HEB stores and in the Pennsylvania area at Giant Eagle stores. The full line is also available on BIC.com.
 

“Consumers want an excellent shave at an incredible price, and we can confidently say Us. delivers,” said Mary Fox, general manager of Bic North America. “We listened to consumers, developing a high-quality, inclusive product for head-to-toe grooming that both men and women will love. The result is Us., a unisex personal care brand available at many fantastic retail partners and already receiving rave reviews from consumers.”
 
Bic commissioned research found that 69% of consumers 18-34 years old believe companies should create more unisex personal care and beauty products and 75% of consumers under 34 are interested in using a razor that is marketed toward both women and men. According to Mintel, consumers are “embracing gender neutrality,” noting that 69% of consumers aged 18-22 have used or are interested in using genderless beauty products.