Many traditional companies looking to make a splash like to pitch themselves as tech companies: salad company Sweetgreen once said it behaved more like a tech company than a food company; the New York Stock Exchange calls itself a tech company; and even Fortune Media has been known to whisper that it's a tech company that does journalism.
Given the massive market support of bona fide tech companies like Microsoft and NVIDIA, it's natural that non-tech companies would want to exaggerate their tech credentials, but can a company that makes traditional products like ballpoint pens, lighters, and razors claim to be a tech company?
[GonzalveBicwhosegrandfatherMarcelBicfoundedBicin1945acknowledgesthatwhileBicmaynotfitthetraditionaldefinitionofatechnologycompanyitembodiesthespiritofinnovationoftenfoundamongtechgiantsHesaysBic'sapproachtotechnologymaynotinvolvedevelopersorprogrammersbutitdoesinvolvetherelentlesspursuitofmoresustainablematerialsfordisposablerazorsandinnovativewaystoextendthelifeoflightersTobefairBic'sportfolioalsoincludestechproductssuchasthesmartcloud-connectedreusablenotebooksmadebyRocketbookacompanythecompanyacquiredin2020[1945年に祖父のマルセル・ビック氏がBicを創業したゴンザルベ・ビック氏は、Bicは従来のテクノロジー企業の定義には当てはまらないかもしれないが、テクノロジー大手によく見られるイノベーションの精神を体現していると認めている。ビックのテクノロジーへのアプローチには開発者やプログラマーは関わっていないかもしれないが、使い捨てカミソリ用のより持続可能な素材の絶え間ない追求や、ライターの寿命を延ばす革新的な方法には関わっていると同氏は言う。公平を期すために言えば、Bicのポートフォリオには、2020年に同社が買収した企業Rocketbookが製造したクラウド接続型のスマートで再利用可能なノートブックなどのテクノロジー製品も含まれている。
“We have a very rich tradition and we respect the past, but we also talk about reinventing the future, whether that's innovation or technology innovation,” said Bich, who became CEO in 2018.
Bikk, which trades on the Euronext stock exchange in Paris, has been looking to grow by branching out into the world of tattoos. Bik describes himself as a tattoo artist on his LinkedIn page, and showed off a wave tattoo on his arm during a Fortune interview. The company also plans to more than double its marker color options, in a perhaps more subtle display of innovation. Net sales rose 9 percent (at constant currency) last year to 2.26 billion euros, or $2.5 billion at current rates.
“When you say technology company, if you mean a company that's looking to the future, that's the definition I apply,” Bich says.
This interview has been edited and condensed for clarity.
Fortune: Your PR department promotes Bic as a high-tech company. How can a maker of pens and shaving sticks be called a high-tech company?
When we say “tech company,” we mean a company that looks to the future, keeps up with the times, and maybe even a little ahead of the curve. I think this definition fits us well. We respect our rich heritage and we shape the future. That's why we've invested in Rocketbook and tattoo companies, and we've been innovating.
You sell pens in an age where people communicate through text and other digital means. Why would you expect anything from a writing instrument?
The debate about the importance of handwriting ended a while ago. Experts around the world agree that while we can't resist the technology that is creeping into our lives, the creativity and fine motor skills that writing develops during childhood are essential for brain development. And while we sell in about 160 countries, not all of them have the same technology as us. When you look at our growth, a lot of it is from developing markets, where people's purchasing power is still growing.
You call yourself a tattoo artist and promote your Vic tattoo business on an earnings call. Could this be more than a niche market?
Tattoos have become commonplace over the past 30 years. We offer temporary tattoos that last just over 2 weeks. Most people walk into a tattoo shop, see a wall of options, and then they Google it. They think, “I still haven't found my dream tattoo.” That's where temporary tattoos come in. We offer a different level of permanence. This is not a passing fad.
BIC mentions sustainability in its annual report, but how do you reconcile the concept of sustainability with the production and sale of disposable razors?
If you look at the published life cycle analysis of so-called system shavers (those with replaceable heads) and our premium disposable shavers, you can see that the biggest impact is at the end of the product's life: water consumption during shaving (if the razor works well, shaving time is shorter and therefore water consumption is less). The environmental impact of handle disposal is much higher than for our disposables. As for packaging, recycling rates have increased from 20% to 80% in the last year. For our women's products, 40% of handles are recycled and will continue to increase.
So how far along is your facial hair cycle? I have lots of facial hair.
Looking back at 150 years of grooming history, there have been ups and downs. We're in the midst of a cycle of remote work and facial hair, while the practice of shaving body hair has exploded in the past 20 years.
A number of razor brands have emerged in the past decade, including Harry's and Dollar Shave Club. What sets Bic apart?
We are #1 or #2 in disposable razors, depending on the market. We constantly introduce exciting new products and improvements. We were the first to make women's razor handles more ergonomic so women can shave in six different positions.
Let's talk lighter: Tobacco use is in steep decline in the West, but is cannabis use helping to make up for that?
We're seeing some good momentum, but it's not the phenomenal growth rate that some people were expecting. We do this market research and we ask people what they use flame for. Yes, people smoke, but they also light candles. In the U.S., using a lighter for a candle is the same as using it for smoking. In developing markets, there are other uses, like boiling water for drinking and for hygiene. Four years ago, as part of a strategic reorientation, we rebranded the division from “Lighters” to “Flame for Life” to reflect the different uses. We also partnered with Snoop Dogg and Martha Stewart on marketing.
