Investor Relations Department: +33 (0)1 45 19 52 26 www.bicworld.com

Analyst & Investor DayMarch 31, 2010

Investor Relations Department: +33 (0)1 45 19 52 26 www.bicworld.com

OVERVIEW OF THE BIC CP USARETAIL ENVIRONMENT

3

Current U.S. Economic Landscape

THE GOOD…

Q4 ’09 GDP +5.7% VS Q4 ’08 • Largest increase in six years

Feb ’10 Unemployment Rate at 9.7%• VS 10% in Dec ’09

Total Q4 ’09 Retail Sales +1.9% VS Q4 ’08

Flat to Slight (+2%) retail growth currently projected for 2010

4

Current U.S. Economic Landscape

THE BAD...

Continued Near 10% Unemployment level• Highest rate in 26 years• 22 straight months of employment decline ending Oct ’09

Continued Low Consumer Confidence• Currently at 46 – Feb ’10 (Lowest level in 10 months)• -40 points below average of last nine years• Consumers continue to shop for necessities

Continued Retailer Conservatism• Less Inventory / Smaller Assortment• Smaller stores• More Out of Stocks

5

U.S. Industry Overview Food Channel

Food Channel Est. Stores 16,000 / Est. Sales $346bn While still fragmented and regionally focused, the U.S. Food Channel

has experienced significant consolidation with the top 5 retailers(ex Walmart) now accounting for >50% of total sales

Walmart and Target are major national retailers who continue to emphasize food in their stores. Walmart largest National Food retailer.

The primary challenge for the Food Channel is remaining competitivewith Walmart and Target

Source: MVI-Insights, Supermarket-USA Overview and Growth Forecast as of Dec ’09

Retailer 2009E Sales (US $B)

% Change '08–'09E

Est. Channel

Share1 Kroger $67,9 5% 20%2 Safeway $35,2 -6% 10%3 Supervalu $26,7 -8% 8%4 Publix $24,1 2% 7%5 Ahold $21,9 3% 6%

6

U.S. Industry Overview Mass Merchandiser Channel

Mass Merchandiser Channel Est. Stores 7,600 / Est. Sales $354bn Large format “Super Centers” with food have been a key driver

of growth during the recession and now these stores account for 2/3rds

of channel sales Walmart dominant leader, others include Target, K-Mart and regional retailers Walmart “Project Impact” - Major focus on simplified shopping experience

(cleaner stores, less product, less displays, more space to shop, low prices,focus on “winning categories”, setting standard for all retailers

Source: MVI-Insights, USA Overview and Growth Forecast Mass Merch (no SC) + Hypermarket, as of Dec ‘09

Retailer 2009E Sales (US $B)

% Change '08–'09E

Est. Channel

Share1 Walmart $252,5 1% 71%2 Target $61,3 0% 17%3 Meijer $14,7 -1% 4%4 Sears / Kmart $14,3 -3% 4%

7

U.S. Industry Overview Convenience Channel

Convenience Channel Est. Stores 145,000 / Est. Sales(Non-Fuel) $160bn Channel transitioning from Chains to Single Owner stores which now account

for more than 60% of total channel sales Big Oil divesting retail operations 7-11 dominant National Chain, numerous strong regional chains Fuel accounting for nearly 75% of sales, merchandise 21% and Foodservice 4% Business under pressure due to tobacco tax, new aggressive fuel

competition, pricing perception. Foodservice is key potential growth focus.

Source: AC Nielsen, C-Store News Annual Report Aug ‘09

Top Retail Groups Est. # Stores

7-Eleven 6 271BP North America 4 863Chevron Texaco 4 011Shell 4 673Exxon Mobil 4 466

8

U.S. Industry Overview Drug Channel

Drug Channel Est. Stores 24,000 / Est. Sales $154.3bn Two major national retailers – CVS and Walgreen’s – Rapid growth via expansion

and acquisitions. Both have +7,000 stores

Both focus on convenience, professional care, and managed healthcare (B-to-B)

Rite Aid is a distant number 3 – National in scope, not as developed as big 2,no managed healthcare emphasis

Source: MVI-Insights, Drug-USA Overview and Growth Forecast as of Dec ‘09

Retailer 2009E Sales (US $B)

% Change '08–'09E

Est. Channel

Share1 Walgreens $57,4 6% 37%2 CVS $56,2 19% 36%3 Rite Aid $25,5 -3% 17%

9

U.S. Industry Overview Club Channel

Club Channel Est. Club Stores 1200 / Est. Sales $115B Member based channel serves consumer and small business (including

Convenience Stores) Two national leaders Costco and Sam’s Club (owned by Walmart) and a

regional chain BJ’s (East Coast) Focused on providing product Value for Members – High number of categories

with limited product assortment of large sizes/large packs branded and private label product Focused on providing services at leading value for members – Pharmacy, gasoline, travel

services, auto Channel continues to perform well with food as lead category emphasis

Source: MVI-Insights, USA Overview and Growth Forecast Wholesale Clubs, as of Dec ’09; Company websites.

Clubs Est. # Club StoresSam’s Club 596Costco Wholesale 414BJ’s Wholesale Club 187

10

U.S. Industry Overview Dollar Store Channel

Dollar Store (Including Deep Discounter) ChannelEst. Stores 20,000 / Est. Sales $53.9bn Value Positioning - Channel experiencing significant growth during recession Good mix of overall product but Limited assortment within each category Many chains expanding

Source: MVI-Insights, Discounter-USA Overview and Growth Forecast as of Dec ‘09

Retailer 2009E Sales (US $B)

% Change '08–'09E Est. Share

1 Dollar General $11,8 13% 22%2 Aldi Süd $7,5 13% 14%3 Family Dollar $7,4 6% 14%4 Aldi Nord $6,3 10% 12%5 Supervalu $6,0 -10% 11%6 Dollar Tree $5,2 13% 10%

11

U.S. Industry Overview Office Super Stores & Office Products

Office Super Store Channel Est. Stores 3,600 / Est. Sales $19bn3 major National retailers Staples is the biggest and top performing due to recent

acquisitions and organic growth. Promoting leadingNational Brands (supported by PL), strong customer service,applying innovative/aggressive promotions,focusing on “win” categories.

Office Max sales have moderated at minus 11%.Leveraging National Brands but have greater focuson Private Label vs Staples – Office Max has 4 levelsof Private Label brands

Office Depot financials are stabilizing after late 2008liquidity concerns; Significant reduction in categories,brands, sku’s. Limited National Brand and Private Label focus.Sales continue at minus 16%.

Office Products / Contract Stationery Channel $24bn Dominated by the 3 players above Additional two primary Wholesalers (S.P. Richards and United)

– Heavy focus on declining dealer network. Entire channel hit extremely hard by the recent

U.S. employment situation

Source: Store Count from MVI-Insights, Office Superstore-USA Overview and Growth Forecast as of Dec ‘09Sales Dollars from BIC estimates using MVI, NPD syndicated data and 2008 Annual Reports

2008 Sales (US $B) Est. Share

1 Staples $9,3 49%

2 Office Depot $6,0 32%

3 Office Max $3,7 20%

Retailer Super Stores

2008 Sales (US $B) Est. Share

1 Staples $8,8 49%

2 Office Max $4,1 32%

3 Office Depot $3,0 20%

Office Products

12

U.S. Industry Overview Stationery Channel Sales Segmentation

The Office Products (Contract Stationers) and Office Super Stores make up almost half of all Stationery dollar sales

70% of total stationery sales are direct to retailer’s warehouse with almost 30% B-to-B served by the Contract Stationers Channel

Source: MVI Insights as of Dec ‘09 Convenience Store: MVI, TD LINX, and Internal Estimates

Est. Total U.S. Store CountEst. Total U.S. Store CountEst. Share of Total

Stationery Dollar Sales $2.4bnEst. Share of Total

Stationery Dollar Sales $2.4bn

145,000Convenience

24,000Drug

5,000All Other*

20,000Discount(Dollar Stores, Extreme Value)

3,500Stationery Office Super Stores

1,200Club Stores

7,600

n/a

16,000

Mass Merchandiser(incl Super Centers)

Contract Stationers(incl Wholesalers)

Food

* Craft Stores, Military, etc.

7%

2%29%

28%

2%

4%

8%

20%

Super StoresMass Merch

Contract Stationers(Office Products B2B)

Club Stores

Drug

FoodDiscount

All Other

Source: Internal Estimates YTD Dec ‘09

13

U.S. Industry Overview Lighter Channel Sales Segmentation

Source: MVI Insights as of Dec ‘09 Convenience Store: MVI, TD LINX, and Internal Estimates

Est. Total U.S. Store CountEst. Total U.S. Store CountEst. Share of Total

Lighter Dollar Sales $837mEst. Share of Total

Lighter Dollar Sales $837m

70,100All Other*

24,000Drug

20,000Discount (Dollar Store)

16,000

7,600

145,000

Food

Mass Merchandiser

Convenience Store

* Small Food, Tobacco Liquor, News, DIY, Hardware, Military

15%

12%

7%

52%

8%6%Mass Merch

Convenience / Gas

DrugFoodDiscount

All other*

Source: MVI Insights YTD Dec ‘09 Convenience Store estimates: IRI, Capstone, TD LINX, Import Reports, and Internal Estimates YTD Dec ‘09

INCLUDES Non-Refillable Pocket and Multi-Purpose Convenience Stores account for more than half of all Lighter dollar sales Over 50% of lighter sales are bulk (non-packaged) goods Less than 50% of lighter sales are shipped direct to retailer warehouse

14

U.S. Industry Overview Total Wet Shave Channel Sales Segmentation

Source: MVI Insights as of Dec ‘09 Convenience Store: MVI, TD LINX, and Internal Estimates

Est. Total U.S. Store CountEst. Total U.S. Store CountEst. Share of Total

Shaver Dollar Sales $2.7bnEst. Share of Total

Shaver Dollar Sales $2.7bn

145,000Convenience Stores

1,200Club Stores

5,000All Other*

24,000Drug

20,000Discount (Dollar Store)

16,000

7,600

Food

Mass Merchandiser(incl Super Centers)

* Military, etc.

4%

21%

22%

7%

46% Mass Merch

Club, Convenience, Military, All Other

Drug

Food

Discount

Category Includes Disposables, Handles, and RefillsSource: IRI FDMx 52 w/e 10-Jan-2010, Internal estimates YTD Dec ‘09

Three trade channels combine for 89% of Total Wet Shave POS dollar sales 93% of shaver sales are direct to retailer warehouses

15

U.S. Industry Overview Disposable Shaver Channel Sales Segmentation

Source: MVI Insights as of Dec ‘09 Convenience Store: MVI, TD LINX, and Internal Estimates

Est. Total U.S. Store CountEst. Total U.S. Store CountEst. Share of Disposable

Shaver Dollar Sales $954mEst. Share of Disposable

Shaver Dollar Sales $954m

145,000Convenience Stores

1,200Club Stores

5,000All Other*

24,000Drug

20,000Discount (Dollar Store)

16,000

7,600

Food

Mass Merchandiser(incl Super Centers)

* Military, etc.

8%

18%

22%

6%

46% Mass Merch

Club, Convenience, Military, All Other

Drug

Food

Discount

Source: IRI FDMx 52 w/e 10-Jan-2010, Internal estimates YTD Dec ‘09

Three trade channels combine for 86% of Disposable Shaver POS dollar sales 94% of shaver sales are direct to retailer warehouses

16

BIC U.S. Retail Market Strategies – Stationery

Category Strategy – Stationery Increase presence on everyday Planogram (All Channels)

Play lead role in developing everyday saleswith “growth-oriented”select accounts

Grow everyday officesupply business

Win at Back-To-School

17

BIC U.S. Retail Market Strategies – Lighter

Category Strategy – Lighter Position BIC lighter as leading Impulse Category line (All

Channels)

Increase Customer Exclusivity at C-Store Level

Promote multiple seasonality periodsassociated with Multi-Purpose Category

18

BIC U.S. Retail Market Strategies – Shaver

Category Strategy – Shaver Leverage BIC’s “2009 only growing

National Brand” results

Leverage improved performance/Best Value For Money positioningby emphasizing new product introductions

Increase presence in everyday planogramand promotional support

19

U.S. Consumer Communication“BIC… More For Your Money”

OBJECTIVES:

Communicate BIC’s “Best Value for Money” positioningacross all three categories

Create an emotional connection with target consumersthrough the visual elements of the campaign

Develop consumer understanding and knowledge of BIC’scross-brand offerings – Stationery, Lighter, and Shaver

20

U.S. Q4 ‘09 Media: Four ½ page spread in leading national magazines - “call-to-action coupon” included

21

August –

Back To School

August –

Back To School

U.S. National 2009 Back To School Stationery Consumer Ad

22

May – Summer BBQ seasonAugust – Tailgating seasonNovember – Holiday Candle & Fireplace

U.S. National Lighter Consumer Ad

23

2010 U.S. National Shaver Consumer Ad

New Product Launch Support

Men’s and Women’s Family example