It’s easy to launch a product for women, right? Make it pink, add some sparkles, work the words “shopping” and “girlfriend” into your marketing copy… The ladies will come running.
In late 2010, Bic launched a line of pens “for her” — and it wasn’t long until snarky Amazon users pounced. The site’s product page for Bic Cristal For Her ball pens (which feature pastel colors, diamond-engraving and “a thin barrel designed to fit a woman's hand”) is now a gold mine for sarcastic user reviews like these:
Toy stores have long been divided into his and hers sections — action figures on the boys’ side; Barbies on the girls’. Where the two met in the middle — the Switzerland of toys — there were Legos, those cherished, gender-neutral blocks that can be snapped into unicorns just as well as Army tanks.