Bic SA’s painful empowerment lesson

Bic SA probably wasn’t thinking straight when it posted a sexist Women’s Day message on Facebook telling women to “Look like a girl, act like a lady, think like a man and work like a boss.”

You’d have thought that the company, which famously brought us those pink and purple Bic for Her pens, might have learned something by now.

The online backlash was swift and Bic SA soon apologised saying that the post should never have been sent.