Filed Under:Life Insurance, Sales Strategies

3 famously flubbed attempts to market to women

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.

Or not.

Bic for Her

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:

Lego Friends

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.

Bryan Goldberg

 

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Nichole Morford

Nichole Morford
Managing Editor

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