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n her new book, ‘Erotic Capital,’ Catherine Hakim argues that women should use sex appeal to level the playing field at work. But erotic capital is not as simple as plastic surgery and charm school, says Jessica Bennett.
t’s not the kind of argument you’d expect from a self-described feminist, and particularly not one who’s made a career of studying the lasting inequities of women at work. Use your sexuality to get ahead? Sure, many women already do that—to a degree. But considering sex appeal the great stiletto that will shatter the corporate glass ceiling? It sounds more like a Paris Hilton self-help guide than a serious work of scholarly research.
But Catherine Hakim, a research fellow at the London School of Economics, is far from joking—her new book, Erotic Capital, a 295-page manifesta for why women should use sexual capital to level the playing field at work. Hakim defines erotic capital as more than just sex: a combination of beauty, style, social skills, and charm that can be learned (or, shall we say, bought). If that means spending a fortune on brand-name clothes, so be it—because erotic capital is as important in today’s workplace, she says, as intelligence or skill. Dieting and exercise? That should be a given, because nobody wants to hire the overweight. Tanning, hair dye—even cosmetic surgery. Those are all necessary evils if you’re really driven to make it to the top, says Hakim. (Perfume and high heels also have been known to do the trick.) “Anyone, even quite an ugly person, can be attractive if they just have the right kind of hairstyle, clothes, and present themselves to the best effect,” Hakim tells The Daily Beast. “This isn’t a frivolous spending of money. It has real benefits.” As a famous cosmetics creator once put it: “There are no ugly women, only lazy ones.”
Hakim’s theory is precisely the kind of talk that, in 1968, sent women stripping themselves of bras and girdles, to protest the notion that women were “enslaved by ludicrous beauty standards.” But Hakim believes that times have changed—the qualifications and training we once valued at work already overshadowed by the social connections and beauty advantage that get many people in the door. Men have erotic capital too, she says—but women’s sex appeal has always been more prominent. She faults traditional feminists for dismissing its importance: erotic appeal is the one aspect of life, she writes, where women undoubtedly have an advantage over men. “Everybody should use all the assets they’ve got, and this is one asset that women have often been told is inappropriate to use,” she says. “I think women need to stop having a chip on their shoulder, or feel uncomfortable investing in erotic capital. Attractiveness and beauty has real value.”