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“Like so many women, I questioned myself, my integrity, my values…”

August 31st, 2012
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In what may go down in the future as one of the dumbest product lines ever launched, and one of the most painful blowbacks a company has ever gotten, last November Bic released a line of pens called Bic for Her.bic-for-her

People, mostly women, have been reviewing Bic for Her on Amazon in a way that Bic can’t have been expecting:

So glad that There is finally a writing implement that I can use! Before all of the pens were not specifically marked as suitable for my soft disposition and I am so glad that I can now write in my diary between my housework and cooking.

or

This is a great product! So much lighter than pens made for men. I use it all the time to copy recipes from Good Housekeeping and Redbook. The case colors make it really easy to match with my daily outfits.

It helps me to write really clearly, so that my kids can always read their names when I write them on their school lunches…

Be sure to read the rest, it will become a case study on how not to condescend to your customers.


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