Recently, IBM launched the #HackAHairdryer campaign, aimed at women, with the intention of getting women interested in science via their beauty tools. Calling #HackAHairdryer “an experiment in reengineering what matters in science,” the company implied that “what matters in science” to women is, um, haircare?

You see where this is going, right?

The Internet was MOST displeased with the insinuation that women primarily care about scientific innovation as it pertains to their beauty regimen, and women of science took to Twitter to make their displeasure known:

Regular old Twitter also had some things to say about the offending campaign:

So with all this heat, what does IBM have to say for itself? Well, “sorry,” for one thing. The company took to the very platform where it was getting so much heat (blowdryer pun absolutely intended), to make amends:

We hope IBM does do better in the future, as do all groups trying to encourage more women to pursue careers in math, science, tech, and engineering. As the U.S. Department of Commerce reports, almost half of U.S. jobs are performed by women, but women hold less than 25% of STEM jobs, and this number has stayed stagnant for the past decade. We need to get more women into STEM jobs, but campaigns need to be thoughtful and respectful, and avoid sexist stereotypes like the plague.

(Image via IBM)