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May 18, 2021

BIC launches new pride pack, partnership with Martha Stewart and Snoop Dogg

PHOTOS | CONTRIBUTED BIC has branched out into making kits for temporary tattoos.

BIC, a Shelton-based company that has manufactured stationery, lighters and shavers for more than 75 years, has introduced a new product line called BodyMark by BIC Pride Pack.

The packs contain rainbow colors along with six brush-tip temporary tattoo markers, and include a design booklet that suggests various ways for customers to show support for the LGBTQ+ Pride communities.

BodyMark by BIC

"BIC is excited to celebrate Pride and support the LGBTQ+ community with our new BodyMark by BIC Pride Pack," said Mary Fox, general manager of BIC North America in a press release. "Consumers everywhere have embraced our growing line of temporary tattoo markers because they are all about self-expression and creativity. This new product allows people across the U.S. to express their joy and show their pride for who they are, who they love and what they create."

BIC also recently partnered with entertainment legend, Snoop Dogg, lifestyle innovator Martha Stewart, and Marquee Brands, to market the BIC EZ Reach lighter, which is equipped with a 1.45-inch extended wand on a body the size of a pocket lighter. 

The partnership will extend into 2022. As part of the campaign, officially licensed Snoop Dogg and Martha Stewart designed EZ Reach lighters will be available for purchase only at Walmart beginning in July, with extended roll outs throughout the summer, according to the company.

BIC has hired high-profile celebs to help market its EZ Reach products.

“Our BIC EZ Reach lighter is the ultimate lighter for all lighting occasions, and we thought who better to partner with than this iconic duo who knows all about lighting up candles, grills and more,” Fox said. “The new campaign featuring Snoop Dogg and Martha Stewart allows us to connect with our consumers in a relevant and playful way while highlighting all the usage occasions and core benefits that set EZ Reach apart in the lighter category.”

Contact Joanna Smiley at jsmiley@newhavenbiz.com.

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