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From ‘BIC For Her’ To BIC For Them – How Cancel Culture Got BIC Back On Track

22nd July 2020

2012 wasn’t a great year for BIC. Despite fifty-plus years of global success (with the 100 billionth sold in 2006, the BIC ‘Cristal’ is the best-selling pen in the world), one product launch got the brand canceled overnight.

I am, of course, talking about BIC For Her—the pink and purple pens marketed to women as an “accessory” (just for us girls!) designed to fit comfortably in our apparently-abnormal hands



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