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?'

More

20 soothing, beautiful songs guaranteed to help you fall asleep

An expert picks the ultimate classical music playlist

by Sarah Biddlecombe
20 Oct 2017

Puppy dog eyes are a thing and your dog makes them just for you

A study says dogs change their facial expressions when humans are looking

by Amy Swales
20 Oct 2017

Here’s how to buy a house or a flat for the princely sum of £1

It's time to enter the real-estate raffle

by Megan Murray
20 Oct 2017

Oxford University under fire for shocking lack of racial diversity

One MP called the revelations an example of “social apartheid”

by Moya Crockett
20 Oct 2017

This prosecco festival is the best way to start feeling Christmassy

Bubbles, bubbles everywhere

by Susan Devaney
20 Oct 2017

Missing your 16-25 railcard? We have good news for you

Rail bosses have taken pity on cash-strapped millennials

20 Oct 2017

This man’s response to his friend’s period while hiking is everything

“I had NOTHING on me and I was wearing shorts”

by Susan Devaney
20 Oct 2017

Why anxiety makes it harder to follow your intuition

It can have a paralysing effect on decision-making

by Anna Brech
19 Oct 2017

“Why all men must work to stamp out sexual harassment and abuse”

In wake of the Weinstein allegations, one writer argues why men need to be counted

19 Oct 2017

Rage, lust, power and warmth: how it feels to experience ‘red emotions

“I grew up being told my body was terrifying and my voice was unimportant”

by The Stylist web team
19 Oct 2017