It’s being praised as a “powerful” deconstruction of gender stereotypes in the workplace, leaving women feeling like they could take over the world. It’s being likened to Dove’s triumphant “Campaign for Real Beauty”. Though it had it’s flaws the sketches video, that came from this campaign,did cause us to reflect on ourselves, and urged us to give ourselves a little more love. The greatest piece of advice I ever heard, was that if I was in a sitcom all the quirky, embarrassing, socially awkward parts of myself would be the parts that other people love. However, I don’t really need soap to tell me that and least of all do I need that soap to tell me that beauty is the reason I can love myself and that others should.
While I fully applaud this move away from beauty being the yard stick against which women should measure themselves, I can’t quite whole heartedly back Pantene’s empowerment for women’s success as much as the internet suggests I, as a young, independant woman, should. I’m not alone, feminist bloggers everywhere aren’t buying what Pantene is selling. The thing is it’s not even selling it that well. I’m not quite sure what Facebook COO Sheryl Sandberg found particularly powerful about what is essentially another spot from a beauty company where skinny, gorgeous women flick around their long, glossy hair. Somehow, despite Pantene clearly trying replicate their feel-good success, there’s nothing of the ‘Real Women’ that dove tried to promote and while I do admit that most days my mood is determined on how good my eyebrows look I don’t think how seriously people take me professionally is determined on how shiny my hair is, and nor is how ‘Strong’ I feel. In fact, is there anything more sexist than suggesting it might?
Pantene and the many, many bloggers backing their spot, have come up with some startling statistics that make me want to wash my hair and therefore be more accepted by men in my place of work. For example “70 percent of men think that women need to downplay their personality to be accepted.” and where men are “smooth”, women are “show offs.”, where men are “neat” women are “vain”. I don’t know about you, but I know men who have been teased (by women) about their beauty regimes. I’ve heard women talk about men’s suits on the tube as ‘too flashy’ and debate whether the amount of buttons a man has undone is ‘just showing off’. These playground jibes aren’t the end of it. Kelly Services, a staffing agency, released an incredibly interesting study that shows that nearly 35% of men said they believed they had experienced sex-based discrimination over the past five years at work.
So maybe 70% of men have a point. Maybe these 70% of men have been personally victimised by Regina George. Another study showed that the mean girls spirit goes far beyond high school. 95% of 1,000 working women polled believe they had been undermined by another woman at some point in their careers. So maybe you are bossy, or pushy. Poor you, that must be tough. Well. at least you have beautiful hair. Go you. But, seriously…
If you feel like you have to be a hard-nosed business woman to get by then back yourself all the way. But it comes with consequences and some of those consequences involved being labelled “hard-nosed”. Mrs Norbury was pushy, but she didn’t mind, because it got results. Don’t let Pantene be the thing that backs you. I’ve somehow managed to find myself working in some very female-heavy environments, I went to an all girls convent school, and yes we play dirty sometimes, and yes we get labelled as bitchy, bratty or a princess. Now, I’m not trying to knock Pantene for creating an advert that portrays inequality in the work place. It is not, in my opinion, a powerfully positive image of women in advertising. It doesn’t make me feel strong, and it doesn’t encourage me to whip it. What it does it remind me that some people are going to unfairly judge me and also that my hair is kind of ratty and I have an uncanny ability to fall over whilst standing still. This ad kind of makes me think I need to be spoken up for, and worse; that I need to be spoken up for by Proctor and Gamble. I’m quite capable, I think.
I myself, have a very real oestrogen-fuelled need to look at big glossy ads that make me want to exercise harder, that tell me how to have beautiful hair, make my eyes pop, and cover up all the things that make me anything less than a china doll. As long as people exist there will be perceptions, and standards of beauty. I’m not some sort of hermit, I know the boost my self-esteem gets when I indulge it a little and yes, in order to fuel this demand I know that companies will use dirty tactics to make me buy their products. Don’t let beauty be your yard stick for the rest of your life. Your self-confidence needs topping up from the fact you believe in yourself and all that you can do. Also, don’t let men be your yard stick. They’re a completely different beast.
I’m not here trying to say that you should hate Pantene for creating an advert that prays on the insecurities of women to sell their product, because it would make for very hateful TV viewing and lets face it, it’s why I own the things I own. I guess I’m trying to sell an alternative.
People are going to call you names, they will give you dirty looks. I know I’m guilty of rolling my eyes when the beautiful girl who has just arrived at the bar next to me gets served first, I’m frequently at odds with overwhelming shoe related envy and I did once think about cutting off another girls stunning strawberry blonde curls. Because I get jealous, I’m not perfect, and I let it get to me sometimes. But my primary school teacher told me (as I’m sure everyone’s did) “don’t stoop to it”. You’re a woman, you’re not a man, take joy in that difference, don’t try to measure yourself against them.
Don’t let this empowerment be as shallow as another glossy television ad. Don’t let this empower you to do your hair. Let this empower you to be compassionate to one another, to open your hearts and judge less. So let’s swap the airbrushed, tiny girls of our magazines for women with a little less Photoshop and a whole lot more bad-ass-ness.
People will call you names, Hagar got relentlessly bullied by Sarai, driven wild with jealousy. If you are disenfranchised, despised, or despairing, listen for the voices of angels. You may find your courage is only a prayer away. (and also if you do find yourself staring daggers at the pretty girl across the bar, think of Hagar.)
Rehab, the original tart with a heart, teaches us to use our wiles effectively and with great love. After all, the life you save may be your own. Respect your power and wisdom like Deborah did. While I’m not trying to convince you drive a spike through someone’s head, let Jael’s story remind you that though you may be small in stature you have a lion’s heart, don’t mess. Ruth, the gentle heart, with her steadfast love and loyalty, changed Naomi’s bitter heart and led them both to a glorious destiny. Bathsheba (bear with me, I do have a point here) after God went all kinds of wrath on her unborn, illegitimate child, He then had mercy on her a blessed her with Solomon. She believed in His mercy and began a brave new life. Teaches us that even after our discretion if we repent the Lord will teach us how to live again. Esther was my favourite growing up, she just decided she deserved to be royalty and totally backed herself. This was my mantra as a teenager, I deserve to be royal, so I shall put in the work and act it, and people shall treat me accordingly. But, as a young adult, I find a little more in Esther’s story that I can learn from. She stood up (in the face of possible death) to save the lives of the Jews. “If I perish, I shall perish” she says. She taught me that I don’t always need to fight, I need to be imaginative and courageous in standing up for those who need my help. Mary, the mother of Jesus. I wont go into detail, please refer to everything else I’ve ever said for why Mary is an incredible role model. The woman at the well, smashing a bit of evangelisation early doors. The fearless Mary Magdalene. Mary and Martha! If you want a good balance between being dedicated in your work and in your spiritual life look to this pair. As my twitter bio says (in the words of Augustine of Hip Hop) Martha in my work, Mary in my devotion.