Bic South Africa fails hard for women's day

Via Twitter

August 9 was National Women's Day in South Africa, and Bic SA's social media team tried to share an empowering captioned image. The only problem was, it wasn't really empowering at all.

Reaction was swift and sharp, including this hack:

Twitter

The problem is obvious. "Think like a man" is hardly celebrating women's equality.

I'll hand it to Bic, however. They did take it down and issue a proper apology.

From Facebook:

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.

It still shouldn't have happened in the first place, but at least it opens a helpful conversation. Especially for an international brand with a bad history of gender stereotyping.