Jump to Main ContentJump to Primary Navigation
Top

‘Act like a lady, think like a man’; Bic South Africa apologises again for sexist Women’s Day post

BIC womens day.png

The South African arm of biro pen specialists Bic has tried for a second time to apologise for an offensive Women’s Day post, which told its female followers to ‘act like a lady' and 'think like a man’.

The 'inspirational' post was published on the company’s Facebook page on Sunday, with the intention of celebrating National Women’s Day in South Africa.

Within minutes however, the meme, which included a quote company reps now say was taken from a Women in Business blog, had gathered a barrage of complaints.

Reading, ‘Look like a girl, Act like a lady, Think like a man, Work like a boss!’ the post, which has since been deleted, saw Facebook fans hitting back at the sexist message with one word responses such as 'offensive', 'disgusting' and 'sexist', plus longer passages of criticism.

Bic South Africa sexist womens day facebook post

One woman summed up her feelings with; “If it’s quite alright with you, Bic, I’ll look like a woman, act like a woman, think like a woman, and work like a woman. And you can f*ck right off like an idiot.”

Two days later the company, which still sells the ‘pens for her’ in South Africa that caused uproar in the UK and US back in 2012, issued its first apology addressed to “all our fans who took offence to our recent Women’s Day post”. It read:

“We can assure you that we meant it in the most empowering way possible and in no way derogatory towards women. We took the quote from a ‘Women in Business’ blog site. The blog site explains the quote and what its intentions were when it was written. Bic believe in celebrating women and the powerful contribution women make to our society.”

Unconvinced? So were Bic’s Facebook fans. Which led the company to delete that message too, replacing it today with the below.

Bic South Africa sexist Women's Day apology

Followers are clearly still feeling angry however, with many highlighting the fact that Bic still tries to separate male and female pens with colours like pink or lilac for the latter.

The infamous Miss Bic range even made it onto the Ellen Show back in 2012, where it was, of course, discussed from a feminist perspective.

Related

ThinkstockPhotos-467467196.jpg

Female author receives eight times more offers with male pseudonym

opener_rt.jpg

Sofia Vergara speaks exclusively to Stylist

rexfeatures_3457732a.jpg

What happened when a man shamed a woman's outfit on the tube

ThinkstockPhotos-181294091.jpg

Why your air con system is sexist

rexfeatures_3682588ai (1).jpg

Emma Thompson hits out at "disturbing and sad" Hollywood sexism

the-hangover-movie-still.jpg

'I'm a male feminist but I tend to mask my views in public'

carrie.jpg

SATC author blasts 'sexist' rumours of a feud with SJP

angrymob.png

'Is our fight for equality descending into a witch-hunt?'

Comments

More

Two thirds of us wouldn't recognise the symptoms of ovarian cancer

Would you be able to identify the telltale signs?

by Hayley Spencer
29 Mar 2017

Watch this moving video about representation in the arts

This dance company hopes to inspire young African American girls

29 Mar 2017

Lego builder: it's a real job and you can apply for it

Legoland is hiring a model designer

by Amy Swales
29 Mar 2017

A man has been cleared of sexual assault because he didn’t ‘enjoy’ it

Diego Cruz Alonso, 21, was found not guilty of assault on Monday.

by Moya Crockett
29 Mar 2017

“Dating with bipolar: how I learnt to be open about my mental health”

One writer's frank account of opening up to a new partner

29 Mar 2017

Watch hilarious video that debunks idea women are bad at maths

The 1980s-inspired send-up encourages women to pursue STEM careers

29 Mar 2017

Sexist tube ad comparing a woman to a house extension taken down

But it shouldn't have been made in the first place.

by Hayley Spencer
29 Mar 2017

Watch the chilling new trailer for Netflix's Casting JonBenét

The film set to drop on April 28th

29 Mar 2017

This is how much your old Sylvanian Families toys are worth on eBay

(Hint: it’s a LOT)

by Kayleigh Dray
29 Mar 2017

Love Actually fans, there’s another sequel in the works

And this time, Laura Linney is making a comeback

by Kayleigh Dray
29 Mar 2017