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

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.”

Baroness Burt, the Liberal Democrat Equalities Spokesman, commented to The Telegraph: "If the Army thinks that some green make-up is the way to recruit women, they are very seriously out of touch with modern women.

“This kind of patronising gender stereotyping will do nothing to enhance the image of the army – to men or women.”

Ahmed Al-Nahhas, Partner at Bolt Burdon Kemp, also voiced his concerns: “There is a great deal of concern about sexual culture and harassment in the military. Service men and women are protected against discrimination by law and the Ministry of Defence has detailed guidance about the rights of service personnel in the workplace.”

The British Army have since apologised, describing the promotion as "light-hearted", saying: “We’re proud that the Times placed us in its top 50 Employers for Women this year because we’re firmly committed to promoting equality. We regret any offence caused by this light-hearted appeal for visitors at a make-up fair to trial military camouflage.” 

What do you think? Was this "light-hearted" or an example of gender stereotyping? Tell us in the comments… 

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