This shift toward inclusivity not only reflects changing societal attitudes but also embraces the diversity and individuality of consumers. By broadening their product offerings, brands can create a sense of inclusiveness within the stationery industry, encouraging individuals to embrace their personal style unhindered by societal expectations. In 1944, near the end of the Second World War, entrepreneur Marcel Bich bought a factory in Clichy, a suburb north of Paris, [2] and with business partner Edouard Buffard founded Société PPA (later Société Bic) in 1945. "PPA" stood for Porte-plume, Porte-mines et Accessoires; pens, mechanical pencils and accessories. During the war Bich had seen a ballpoint pen manufactured in Argentina by László Bíró. Between 1949 and 1950 the Bic Cristal was designed by the Décolletage Plastique design team at Société PPA. [3] [4] Bich invested in Swiss technology capable of shaping metal down to 0.01 millimetres (0.00039in), which could produce a stainless steel one-millimetre (0.039in) sphere which allowed ink to flow freely. [5] Bich developed a viscosity of ink which neither leaked nor clogged and, under a ballpoint pen patent licensed from Bíró, launched the Cristal in December 1950. [3] a b "Everyday Icon #3 The BIC Biro". Phaidon. Archived from the original on 15 May 2013 . Retrieved 16 May 2017.

Liszewski, Andrew (28 January 2014). "The Classic Bic Pen Now Works On Your Smartphone Display Too". Gizmodo . Retrieved 17 March 2017. The Bic For Her ballpoint pen sets itself apart with its sleek and slender design. It comes in an array of vibrant colors like pink, purple, and turquoise with an elegant floral pattern adorning the barrel—a clear nod towards femininity. On the other hand, many women viewed these products as unnecessary and patronizing. The notion that women need special pens designed just for them can be seen as infantilizing or trivializing their intelligence and capability.Firstly, critics argued that creating separate products solely based on gender perpetuates stereotypes and reinforces societal gender norms. By assigning colors and designs specifically meant for women, companies like Bic indirectly tell us that masculinity is associated with boldness while femininity is tied to pastels and delicacy. This sort of gendered marketing continues to limit individuals’ choices based on outdated assumptions about their preferences. In 2012, Bic released a new addition to their extensive lineup of pens—the Bic For Her ballpoint pen. Marketed as a writing instrument designed specifically for women, it aimed to provide a comfortable and stylish experience while putting ink to paper. Smith, David (14 June 2008). "It's 70 today, but our favourite pen just keeps rolling along". The Guardian. a b Waka, Brenda. "Response Strategies of Haco Industries Kenya Limited to the Challenges of Counterfeit Products in East Africa" (PDF). Haco Industries Kenya Limited . Retrieved 21 April 2017– via University of Nairobi Digital Repository.

Vinjamuri, David. "Bic For Her: What They Were Actually Thinking (As Told By A Man Who Worked On Tampons)". Forbes . Retrieved 17 April 2017. Furthermore, many questioned whether there was any scientific basis behind the claim that men and women require different types of pens due to physiological differences. It seems highly unlikely that there are inherent writing differences between genders warranting separate products. The introduction of the Bic For Her ballpoint pen served as a catalyst for broader discussions surrounding gendered marketing and product design within the stationery industry. While it faced criticism for reinforcing stereotypes, it also triggered conversations about inclusivity and challenged traditional notions of femininity. Supporters countered this critique by highlighting that personal preferences vary across individuals—some might appreciate tools targeted towards specific genders as they cater to different needs or aesthetics. However, it is essential to examine whether those differences are truly significant or simply a result of societal conditioning. Since time immemorial, pens have been one of the most essential writing tools. From jotting down thoughts to taking important notes, a good pen can make all the difference. In recent years, pens specifically marketed towards women have gained significant attention, and none more so than the Bic Cristal Pens for Her.

Introduction: The Arrival of Bic For Her Ballpoint Pen

The introduction of the Bic For Her ballpoint pen opened up a broader discussion on femininity within the realm of stationery. Historically, stationery products, especially pens, have been marketed as gender-neutral items—except for occasional special editions aimed specifically at children. The arrival of a pen explicitly marketed towards women raised questions about why such differentiation was necessary and whether it reinforced stereotypes. This debate surrounding Bic Cristal Pens for Her extends beyond one brand or product; it reflects larger discussions about gender equality and consumerism in our society. It raises questions about how companies target different demographic groups based on societal expectations rather than actual needs.

In recent years, several brands have embraced inclusivity by expanding their product ranges beyond traditionally gendered lines. They now offer an assortment of stationery items featuring varied colors, designs, and functionalities designed to cater to every individual’s unique preferences without restricting choice based on perceived gender norms. In September 2006, the Bic Cristal was declared the best selling pen in the world after the 100 billionth was sold. [9] Design [ edit ] Four Bic Cristal pens and additional caps

Discover the range of BIC Ball Point Pens

Bich invested heavily in advertising, hiring poster designer Raymond Savignac in 1952. That year Bic won the French Oscar de la publicité award for advertising. [2] In 1953 advertising executive Pierre Guichenné advised Bich to shorten his family name to Bic as an easy-to-remember, globally adaptable trade name for the pen, which fit in with product branding trends of the post-war era. [5] Early Bic advertisements in France referred to the Cristal as the "Atomic pen". [6] Throughout the 1950s and 1960s, the Bic Cristal's writing tip and ergonomic design helped shift the worldwide market for pens from fountain pens to ballpoints. a b "Humble Masterpieces" (PDF). New York: The Museum of Modern Art. 27 September 2004 . Retrieved 13 March 2017.

In 1961 Bic Orange pen was introduced, featuring a fine 0.8mm (0.031in) point and an orange barrel instead of translucent. Bic makes this pen at its own plants in Europe. Ultimately, consumers have the power to shape markets through their choices. By supporting brands that prioritize inclusivity and offer a range of options suitable for everyone regardless of gender, consumers can contribute to dismantling harmful stereotypes ingrained within our society.Hauser, Christine; Anderson, Christina (21 April 2017). "At This Museum, Failures Are Welcome". The New York Times. a b Stamp, Jimmy. "The Universal Typeface Project Averages the World's Handwriting to Produce an Incredibly Average Font". Smithsonian . Retrieved 15 March 2017. Apart from its visual appeal, this pen boasts smooth ink flow and a comfortable grip designed for ease-of-use during long writing sessions. Its fine point ensures precision without compromising on legibility. The controversy surrounding the Bic For Her pen prompted a wave of alternative narratives challenging traditional gender norms within the stationery industry. Some brands began to advocate for inclusivity by offering writing instruments in diverse colors, patterns, and designs that catered to individual preferences rather than perpetuating gender-based assumptions.