The role of beauty in business for women can get pretty sketchy – it’s like walking through a mine field of sexuality, social morays, and prejudice (or preference). Many times, a woman’s beauty gives her an advantage, opens doors, makes her someone even the most hardened “women should be raising children and managing the home” old schooler wants to be near in the workplace. For those of us who openly discuss the expansion of women’s contribution in our society, it can be both alarming and disheartening to see just how much nearly everyone appreciates a pretty face over any other factor.
Just look at the frequency that the pharmaceutical companies use gorgeous young women as their sales reps. Doctors are busy, they deal with lots of demands, and they see the ugliest of human situations in their office, day in and day out. Who can blame them for being persuaded by a vibrant, attractive woman? It sounds sexist, I realize, but it’s hard to deny that beauty works. Again, easy to debate whether or not it should, but there is some value in starting where we’re at and working from there.
The role of beauty in business also permeates our advertising culture. In magazine marketing, I am often confused and dismayed that teenagers are wearing expensive luxury items, items unlikely they could afford in real life. But the girls are young and beautiful and they appeal to the men who are likely to buy those yummy diamonds for the real life (probably some bit older than a teenager) women in their life. Lots of stereotypes to throw around here and I don’t want to get distracted by all that – like I said, it’s like a mine field sometimes.
I’d be remiss not to acknowledge the negative stereotypes of pretty women too (ditzy, shallow, manipulative) and fully recognize the role gender discrimination has played in the treatment of women. I am an advocate for the full engagement and respect of women worldwide. I see many of the atrocities and are often brought to my knees in sadness and shame when I research this topic. I don’t deny this is important and real. What I am asking is do we have to rid ourselves of beauty to rid ourselves of discrimination? I’m pretty sure the answer is no.
I confess that I am not ashamed of my sexuality. I love make up, I love my curves, I love fashion that flatters my figure, and I love looking as great as I can. To me, that is part of being a whole woman and I bring my entire self to the business environment. It’s part of my creativity, strength, and charm. Is that wrong? Some might think so, but it’s how I am choosing to live my life.
So, can beauty be empowerment in business?
Can we decide as women that we aren’t going to leave our genitals at the door (or our emotions or our desire to cooperate instead of compete, or our family values)?
Is there room for beauty in our vision of what business is and how it operates?
Do women have their own set of discriminatory attitudes against (or for) beauty in business?
I ask these questions sincerely, not rhetorically, and would love to hear about your experiences and thoughts on it.
What role does (should) beauty play in business for women?
I look forward to hearing what you have to say!
Vicki Flaugher, CEO
aka @Smartwoman






