BIC X Ariana Madix
EasyRinse
The Project
When the “Scandoval” split became a global phenomenon, BIC seized the organic opportunity to insert its new EasyRinse razor into the cultural zeitgeist. Partnering with Ariana Madix, we launched a cheeky campaign centered on “unclogging” her life—cleverly highlighting the razor’s patented anti-clogging technology across social, linear TV, and YouTube.
The impact was astounding — the campaign sustained 70+ days of brand awareness, driving a 38% sales increase in the seven weeks post-launch. This strategic pivot successfully crowned the EasyRinse razor as the #1 women’s new item in disposables for 2023, proving that BIC doesn’t just follow the conversation — it leads it.
The record-breaking campaign generated 13.5B earned media impressions and 22.5MM organic views on TikTok and Instagram. Our breakthrough content even landed in ABC News’ 2023 Year in Review broadcast.
Services
