Women in present day society have come a long way considering our ancestors, prior to 1920, weren’t able to vote. Women were confined to the domestic sphere where we were seen as intellectually inferior, emotionally unstable, irrational beings that could not handle anything more than the latest fashion or some juicy gossip. Since that time women have obviously made a lot of progress including attending and graduating college, attaining careers in the professional workforce and much more. However, although women represent over 50% of college graduates in the US, men still hold the vast majority leadership positions in the government and other industries. This inequality leaves women devoid of an equal voice, urging that we still have some battles to fight.
A smaller, very specific battle worth fighting for is one against BIC’s line of pens called, “BIC For Her.” Your first impression is probably, how thoughtful! This company is doing something good for women by making a product especially for them. Well, ladies, hold on because I’m about to show you just how harmful products like these can be to women.
First, entire packaging, aesthetics, and advertising phrases used are 110% offensive to all women. Right on the package it says that these pens are “beautifully smooth” in a nice elegant script. This is obviously appealing to women, right? Here they are assuming that words like “beautiful” and “smooth” are attractive to solely women because those are priorities in their lives. Plus, you cannot ignore the perfect womanly colors they come in, pink and purple!! Personally, beauty is the last thing on my mind when I am searching for pens, but to each her own.
Secondly the package states that these pens are “a fashionable accessory for personal expression.” This is my favorite part. Obviously pens to women are only something used for a fashion statement or to write down “personal expression.” What is personal expression by their standards…? Grocery lists? Journaling about beauty? Here, by BIC’s standards, this implies that women don’t care about anything other than personal expression…whatever that may be.
Lastly, the package states that the pens have an “easy-glide system.” I know what everyone’s thinking here…about time! The other man pens have been way too rough on my woman hands, and therefore I am so glad they have made it easier for us…not. This line reinforces ideas that women need adjustments to everyday products, handicapping us due to our gender.
Interestingly enough, I am not the first person to be outraged by these pens. In fact I’m probably the one hundredth person to make a comment about them, and the least significant considering Ellen had a hilarious segment on her show about them. One of the reasons these pens got so much attention was because they invoked a massive amount of Amazon feedback that surprised everyone by surpassing the usual “this toaster stinks” comment. These reactions were witty, snarky and brilliant and went to show just what consumers thought of the product; my personal favorite comment was by Suzanne C entitled: “Grate procduct S 5tars! but #need a k3ybrd 4 grls PLZ!”
“I was so tirwd of writimg with penz meant for men and finall7 someone made thi5 proct8… damm!t!! This stupid keybrd is clearly$ made 4 guys I can”t work the ke7s rught with my delicat2 lady finger5 why won”T Bic make a comuputer keyb4rd for wom3yn? Shoot. I giv up!@!!”…Pretty witty if you ask me.
In the end, I understand that BIC and other companies that put out similar products are just trying to make a profit. However, they must realize that products like this are detrimental for women and our struggle towards equality. I also want to ask who was in this boardroom full of people that all agreed this was a great idea? I say we take a stand and avoid purchasing products like these that just add in to the oppression and inequality women are facing worldwide. (Wow, did I just type all of my “real” opinions on a man’s keyboard…yes, yes I did).
– Gabby DeRosa