Jump to Main ContentJump to Primary Navigation
Top

Army slammed for sexist “Military Makeup” campaign

iStock-157476547.jpg

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.”  

Related

iStock-542725400.jpg

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

iStock-493556278.jpg

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

linkedin profile tips.jpg

Six ways to upcycle your LinkedIn profile

Comments

More

This beauty salon now charges men and women same price for haircuts

Bow down.

by Sarah Biddlecombe
26 Apr 2017

Selena Gomez’s new bob is giving us serious hair envy

She’s the latest star to work the crop

26 Apr 2017

These tiny, delicate helix tattoos are the latest trend on Instagram

From dainty flowers to minuscule moons

by Sarah Biddlecombe
25 Apr 2017

Mum's letter to Sephora goes viral for all the right reasons

“I saw my daughter light up and act silly for the first time in MONTHS”

by Sarah Biddlecombe
25 Apr 2017

These are the features you’re most likely to inherit from your mum

They’re not as obvious as you might think.

by Moya Crockett
20 Apr 2017

Beauty queen explains why she will never hide her 25-inch scar

"When I'm on stage, I'm not the handicapped girl."

by Sarah Biddlecombe
19 Apr 2017

Do you own the most popular nail colour on Pinterest?

Hint: it costs less than a tenner…

by Kayleigh Dray
13 Apr 2017

The 20 best beauty buys for Afro hair

Welcome to your ultimate Afro hair kit

11 Apr 2017

These are the biggest beauty trends on Instagram

The results are in...

by Sarah Biddlecombe
11 Apr 2017

Chrissy Teigen pays for young woman to go to beauty school

“So excited to see you fulfill your dream!”

by Sarah Biddlecombe
10 Apr 2017