Bic South Africa celebrated the country’s National Women’s Day on August 9 with an ad featuring what many are calling a sexist message.
According to Mashable, the pen company’s South Africa Facebook page shared an ad that included a stock photo of a woman in a business suit along with these words: “Look like a girl, act like a lady, think like a man, work like a boss.”
Though the company removed and apologized for the post, Twitter users had already begun offering their feedback.
In its apology posted on Facebook on August 11, Bic South Africa acknowledged the error and ensured customers that “something like this will never happen again.”
Bic has received backlash before for its “For Her” pens, which are — you guessed it — pens made specifically for women. Comedian Ellen DeGeneres talked about the product on her show and used her signature humor to explain its absurdity.
“Can you believe this? We’ve been using man pens all these years,” she joked.
Humor aside, let’s hope Bic will learn from its mistakes.
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