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The Hustle Daily Show
Bic for Her: the pitfalls of gendered marketing
Jul 3, 2024
Explore the controversy surrounding Bic for Her pens and gendered marketing. From Bic's failed launch to the implications of marketing everyday items as gendered products, this podcast delves into the pitfalls of gendered marketing and the shift towards gender-neutral products.
11:43
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Quick takeaways
- Bic for Her pens by Bic faced ridicule for gendered marketing approach, leading to product discontinuation.
- Discussion highlights pushback against gendered marketing in consumer products and advocates for non-gendered options and equal pricing.
Deep dives
Failure of 'Bic for Her' Product
The podcast discusses the unsuccessful launch of Bic for Her pens by Bic in 2011, where the company attempted to market a set of pink-toned pens specifically for women. These pens were smaller, provided in different colors like pink and purple, and allegedly designed to fit a woman's hand. However, the product faced ridicule for its gendered marketing approach, and customers poked fun at the concept and design of the pens. Bic eventually discontinued the product due to the overwhelming negative response and backlash, highlighting the importance of avoiding unnecessary gendered marketing in everyday products.
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Discover
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