Jump to Main ContentJump to Primary Navigation

Army slammed for sexist “Military Makeup” campaign


The British Army has come under fire for trying to encourage more women to join their ranks with the use of a misguided “Military Makeup” initiative.

The official Army recruitment channel has been targeting women across the country with adverts for events that include "girly” makeup tutorials, in which they can try out some “cam cream” and “take some selfies with Our Girls”.

One particular advert, posted on Facebook, was designed to attract women to visit the Army stand at the Girls' Day Out fashion and beauty show, held in Glasgow.

A message, which has since been deleted, read, “Ladies, have you been to our ‘Military Makeup’ 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.” 

Imagery used in the British Army's Military Makeup campaign

Imagery used in the British Army's Military Makeup campaign

The advert was followed by a post containing images of women soldiers applying camoflage makeup, with a message from the 154 Scottish Regiment RLC reading, “The @GirlsDayOutShow has an all female recruiting @ArmyScotlandteam. Come and chat to our team. We want to know the girls behind the make up! We are searching for real beauty #SheWhoDaresWins.”

The post has also been deleted following criticism across social media. In a statement, Liberal Democrat equalities spokesperson Baroness Lorely Burt said, “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.”

Read more: 87% of British women experience sexism at work

The Army has since apologised for the campaign, with a spokesman saying in a statement: “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.”  



Hurrah: beauty grooming victory as Tesco cuts price of women's razors


Five New Year’s resolutions we should all make for 2017

linkedin profile tips.jpg

Six ways to upcycle your LinkedIn profile


Expert tips for statement volume

Create instant glamour and impact

21 Aug 2017

30 intricate and tiny cuticle tattoos to inspire your next inking

These are insanely beautiful

by Susan Devaney
18 Aug 2017

Model Winnie Harlow celebrates her “unique beauty” with a nude selfie

“Celebrate your unique beauty today (and everyday)!”

by Susan Devaney
18 Aug 2017

40 beautifully delicate and small helix tattoos to inspire you

It’s the cool new place to get your next inking

by Susan Devaney
17 Aug 2017

This is the £3 beauty product we’re buying every single second

Sacré bleu, we’re obsessed…

by Kayleigh Dray
17 Aug 2017

Caroline Flack’s chic brunette bob is giving us serious hair envy

She’s the latest star to work the crop

17 Aug 2017

10 Lush products to help you sleep, soothe anxiety and de-stress

Add these to your shopping list, stat

by Megan Murray
16 Aug 2017

Instagram is obsessed with these nostalgic noughties bath bombs

All your bath bomb dreams are about to come true

by Megan Murray
15 Aug 2017

Three DIY tricks for super-shiny hair

Get gloss on demand, using kitchen cupboard products

14 Aug 2017

Jennifer Aniston has shared her budget beauty trick with the world

“I’ve been using it since high school”

by Kayleigh Dray
11 Aug 2017