This is not the first time that Bic have been accused of sexism
having caused offense on several other occasions.

In May this year shoppers criticised the stationers after
it unveiled a pink lighter for lighting candles apparently
aimed at female customers.

The ‘Miss Bic’ item, which is in pink packaging with an
image of a scented candle, was spotted on shelves next to a
blue ‘Multi’ lighter emblazoned with pictures of it being used
to light barbecue grills and log fires. 

Bic have come under fire for their 'sexist' marketing of lighters with the Miss Bic available in pink and aimed at women while a 'Multi' version is blue in colour 

Bic have come under fire for their ‘sexist’ marketing of
lighters with the Miss Bic available in pink and aimed at
women while a ‘Multi’ version is blue in colour 

In August 2015 the stationers were forced to apologise for an
advert celebrating Women’s Day which encourages workers to
‘Think like a man.’ 

The South African campaign featured an image of a
business woman accompanied by the words ‘look like a girl, act
like a lady, think like a man, work like a boss’.

The bizarre and contradictory choice of words has
attracted a Twitter storm of outraged comments from offended
men and women.

The company later took to their Facebook page twice to
apologise after removing their first comment from their
page. 

Bic has been forced to apologise for its Women's Day campaign after it told women to 'think like a man'

Bic has been forced to apologise for its Women’s Day campaign
after it told women to ‘think like a man’

The company issued an initial apology claiming they had used a quote from a Women in Business blog

The company issued an initial apology claiming they had used
a quote from a Women in Business blog

The first apology has since been removed and replaced with the one pictured on their Facebook page 

The first apology has since been removed and replaced with
the one pictured on their Facebook page 

Its initial statement read: ‘We would like to apologise
to all our fans who took offence 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
(link) 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.’

However following further comments on Twitter accusing
the company of plagiarism and passing the blame they issued
this further apology:

‘Hi everyone. Let’s start out by saying we’re incredibly
sorry for offending everybody – that was never our intention,
but we completely understand where we’ve gone wrong. This post
should never have gone out. The feedback you have given us will
help us ensure that something like this will never happen
again, and we appreciate that.’

The company has come under fire previously for its sexism after releasing a range of pens 'for her'

The company has come under fire previously for its sexism
after releasing a range of pens ‘for her’

In 2011 it the company was  slammed after releasing
a range of pens designed specifically for women, ‘Bic Cristal
for Her’, which fast became the most sarcastically reviewed
product on Amazon.

A product description on the site stated it had a ‘thin
barrel to fit a women’s hand’, and an ‘elegant design – just
for her!’

The bizarre concept has not gone unnoticed by shoppers,
with dozens of consumers posting hilarious remarks.

The pastel-coloured pens prompted some incredibly sarcastic reviews on Amazon

The pastel-coloured pens prompted some incredibly sarcastic
reviews on Amazon

E Bradley from New York writes: ‘I love BIC Cristal for
Her! The delicate shape and pretty pastel colors make it
perfect for writing recipe cards, checks to my psychologist
(I’m seeing him for a case of the hysterics), and tracking my
monthly cycle. 

‘Ask your husband for some extra pocket money so you can
buy one today!’

Meanwhile Madeleine B from Boulder, Colorado is less
enthused with the product as ‘they dot every “i” with a little
heart.’ 

The pens have reached the UK market too, where one
sarcastic Amazon.co.uk customer wrote: ‘Oh! I am not worthy of
such a delicate, pastel-shaded lady-pen. I’m afraid you’ll give
me the vote soon and all sorts of other ghastly manly
things.

‘How will I be able to waft about in pink negligées and
please my Master’s every whim in good conscience then? I don’t
want my own mortgage or to be able to go on working if I fall
pregnant. I don’t want to be allowed to drive a car or show my
face in public.

‘How unsuitable and unladylike! How could Bic place such
onerous responsibilities on such frail creatures? It’s a
disgrace against nature!’