SHELTON, Conn. — BIC Soleil is rolling out a powerful new global brand campaign, “Your Time to Shine. " It kicks off in North America with a fresh campaign that celebrates real, everyday moments of preparation that help women feel confident and ready to shine.
The new initiative moves beyond traditional shaving tropes to spotlight the quiet confidence women build in the moments leading up to life’s big and small events. Whether it’s a spontaneous night out or a calm moment of self-care, BIC Soleil aims to simplify routines and empower women to feel their best.
“With ‘Your Time to Shine,’ we're honoring what women truly want: the confidence to be ready for any moment—not by chasing perfection, but by embracing their own version of it,” said Karen Schwartz, Vice President, BIC Blade Excellence Category.
Developed in partnership with creative studio Gravity Road, the hero spot “Party On” captures the relatable chaos of last-minute prep, including a quick leg shave powered by the BIC Soleil Glide razor. The campaign, helmed by director Melody Maker and a predominantly female creative team, highlights the authenticity of modern womanhood—messy, spontaneous, and unapologetically real.
“The scenarios were fresh and the characters relatable,” said Maker. “I was excited to bring this vibrant Soleil world to life.”
Sophie Cullinane, Executive Creative Director at Gravity Road, added, “This spot captures those slightly chaotic, very human moments that feel less like glossy perfection and more like real life.”
The campaign will roll out across connected TV, VOD, social platforms, and everyday digital touchpoints like podcasts and dating apps throughout the summer and into the year. It also marks the first output from Gravity Road’s new role as BIC’s Global Social AOR.
BIC Soleil Glide offers a streamlined, skin-loving shave with five contouring blades and built-in moisture bars enriched with shea butter. The Soleil line also includes the sensorial BIC Soleil Escape, featuring scented handles like coconut and sandalwood for an immersive experience.
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