The official Army recruitment channel has been deploying targeted advertising on social media to entice women to events with the promise of make-up practice.An army recruitment Facebook page encouraged women in Glasgow to attend an event at the Scottish Exhibition and Conference Centre.It says: “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”mLiberal Democrat equalities spokesperson Baroness Lorely Burt slammed the ad in a statement.The Lib Dem peer 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.”
The post has since been hidden from view.Earlier this year, a transgender soldier became the first woman to serve on the frontline.Chloe Allen, who transitioned to female while serving in the forces,thought she would have to leave her post in the First Battalion Scots Guards because of the restrictions on females serving on the front line.However, after talking to a carers officer she was told she could stay in her role as a rifleman and armoured truck driver.