British Army accused of being 'out of touch' after make-up recruitment fail

The British Army has come under fire recently after attempting to attract more female candidates by promoting “Military Make-up” sessions – The Telegraph reports.

The Army used advertising which encouraged women to attend their events, with the promise of “girly” make-up tutorials. Diffused via their social media accounts, the recruitment pages were promoting their stand at fashion and beauty expo Girl’s Day Out at Glasgow’s Scottish Exhibition and Conference Centre.

The post read: “Ladies, have you been to our ‘Military Make-up’ stand at SECC #Glasgow yet? We’re here all weekend, so come and try out some Cam cream and take some selfies with Our Girls. Make sure you pop along to see us and ask your #ArmyJobs questions and to take some #selfies with the team. #ABetterYou #ItsanArmyGirlThing.”

However, the posts were later removed after attracting negative comments, with one labelling the promotion as a “huge gender stereotyping blunder.”