Bic’s pen ‘For Her’ backlash

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Anna Pollitt

Bic brought us the biro in the 1950s. Now, it has finally got round to designing the product in pretty colours - just for the ladies.

The French-based firm launched its controversial range of disposable Bic Cristal Point biros "For Her" last year, but only now has the hilarious product been pushed into the spotlight, thanks to a spate of sarcastic Amazon customer reviews.

Female readers, put down that brutish man Bic and grasp your tiny mitts around one of these bad girls, below

Marketed specifically at women, the pens come in easy-on-the-eye pastel coloured casings that are thinner than standard biros, as they are "designed to fit comfortably in a woman's hand."

Incredulous Amazon reviewers took to the UK site in droves to post comical critiques of the female-friendly writing tools. Here’s a taste of what they had to say:

Reviewer Mr Spluffypants wrote: "I tried these on a whim, and I have to say I wasn't very impressed. The applicator mechanism is far too fiddly, and the plastic tampon inside far too thin (not to mention uncomfortable and non-absorbent) - I'm sure there must be a knack to using them, but I couldn't find it. They also stained my knickers blue for some reason. I really wanted to like these, but it's back to pads for me."

Bic critic, daveyclayton offered: "I bought this pen (in error, evidently) to write my reports of each day's tree felling activities in my job as a lumberjack. It is no good. It slips from between my calloused, gnarly fingers like a gossamer thread gently descending to earth between two giant redwood trunks."

Tracy Hamilton had this to say: "Someone has answered my gentle prayers and FINALLY designed a pen that I can use all month long! I use it when I'm swimming, riding a horse, walking on the beach and doing yoga. It's comfortable, leak-proof, non-slip and it makes me feel so feminine and pretty! Since I've begun using these pens, men have found me more attractive and approachable. It has given me soft skin and manageable hair and it has really given me the self-esteem I needed to start a book club and flirt with the bag-boy at my local market. My drawings of kittens and ponies have improved, and now that I'm writing my last name hyphenated with the Robert Pattinson's last name, I really believe he may some day marry me! I'm positively giddy. Those smart men in marketing have come up with a pen that my lady parts can really identify with. Where has this pen been all my life???"

What other products could be given a pointless "for women" makeover? Keyboards made from fluff? Banknotes printed in pink and yellow? Razors encased in pretty purple plastic? Oh, wait, Bic's already on that.

Have you encountered any marketing as bad as Bic's "For Her" pens? Let us know in the comments section below or on Twitter.

Words: Anna Pollitt. Pictures: Bic/Rex Features


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Anna Pollitt

Anna is a freelance writer and editor who’s been making her dime from online since 2007. She’s a regular at, ITV News and Emerald Street and moonlights as a copywriter and digital content consultant. The baby is borrowed.

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