ANOTHER DAY, ANOTHER social media fail.

Two days ago, South Africa celebrated National Women’s Day.

And as is to be expected, a number of brands hopped on the bandwagon, including Bic.

Bic South Africa commemorated the by sharing the following photograph:

Bic South Africa / Facebook Bic South Africa / Facebook / Facebook

Bic / South Africa Bic / South Africa / South Africa

The photo didn’t go down well with people.

Why?

Because of its assertions that…

• A woman should look like a “girl” instead of a, you know, woman
• A woman should act like a “lady” instead of a, you know, woman or however she damned well pleases
• A woman should act like a “man” instead of, God forbid, a woman

Antoinette Muller / Twitter Antoinette Muller / Twitter / Twitter

Jeanine Cameron / Twitter Jeanine Cameron / Twitter / Twitter

Kelly Quantrill / Twitter Kelly Quantrill / Twitter / Twitter

Seaneen Molloy-V / Twitter Seaneen Molloy-V / Twitter / Twitter

In response to the furore, Bic South Africa apologised and explained that they had lifted the quote from a blog.

We would like to apologise to all our fans who took offense to our recent Women’s Day Post. 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.

The quote they are referring to was posted on an Australian graphic design agency’s blog back in 2012.

Mandy Wiener / Twitter Mandy Wiener / Twitter / Twitter

sharon bezuidenhout / Twitter sharon bezuidenhout / Twitter / Twitter

Bonga Dlulane / Twitter Bonga Dlulane / Twitter / Twitter

This is not the first time Bic has come in for criticism for its (faintly sexist) marketing.

Back in 2012, it was almost universally mocked when it launched a line of pens for women called Bic For Her.

God help us all.

By Amy O’Connor. Originally published on DailyEdge.ie. 

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