FIRST there was women's panties in vending machines, now a haircare brand is putting live models under glass to spruik a new colour range.As part of the Schwarzkopf stunt, a 'live model vending machine'' will be set up at a popular Sydney beach this weekend, featuring girls with bright pink, blue and purple hair, mX Sydney reports.
But social commentator and Gruen regular Jane Caro said having women locked up in machines was sending the wrong message.
'The first thing people are going to think is 'chicks for sale','' she said. 'How sad. How irrelevant. How sexist.''
Caro described the stunt as an act of 'contempt'', especially as the world marks the UN's International Day for the Girl Child today.
'I can assume it's only because creative people are mostly men and they sell it to themselves all the time, even when it's not aimed at them,'' she said.
'They are looking at the wearer instead of empathising with the purchaser.''
If the brand had been 'really smart'' it would also have included male models, she said.
She did not think the attention-seeking stunt would be a successful long-term strategy.
Schwarzkopf national technical educator Grant Withnell said the idea for the vending machine came about because it represented something quick, convenient and easy, like the hair colour that can be washed out.
'I definitely don't think it's showing contempt for women,'' Withnell told mX.
'Absolutely not, because it's not women on sale, it's hair colour.''
Clues to the vending machine's whereabouts will be revealed on Facebook.
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