The company that brought us pastel-colored pens specifically for ladies and got thoroughly mocked on the internet has done it again.
Bic, the people who sell us lighters, razors and unnecessarily gendered pens, celebrated National Women’s Day in South Africa with an ad reading, “Look like a girl, act like a lady, think like a man, work like a boss.”
In our inaugural episode of What’s Trending Fem, host Anna Lore explores just how messed up this advertisement is.
“Just get up an hour earlier every day to look like a girl, don’t be too assertive so people will think you act like a lady, and work your girl-brain super duper hard so you can think like a man, and maybe one day you can work like a boss,” Anna says.
Twitter has been jumping all over Bic’s mistake with a bunch of pointed parody advertisements, prompting Bic to issue an apology, and then a second apology when the first one fell kinda flat.
“Let’s start out by saying we’re incredibly sorry for offending everybody- that was never our intention, but we completely understand where we’ve gone wrong,” says Bic’s latest statement. “This post should never have gone out. The feedback you have given us will help us ensure that something like this will never happen again, and we appreciate that.”