Just in case you thought society had begun to value things above the female appearance- think again.
Russian aluminium manufacturer Tatprof has come under fire for their latest workplace campaign: a "femininity marathon." And while it sounds like a thinly veiled attempt at reinforcing the stereotypes women burned their bras to get rid of, the company genuinely believes the campaign is based on inclusion.
"Our team consists of 70 per cent men," the company's press officer, Anastasia Kirillova, explained to Russian state-run news agency Sputnik. "This is a great way to rally a team!"
According to Ms Kirillova, it's not about how the women look — it's about how they feel.
"Many women automatically put on trousers, so we hope that [the campaign] will increase our ladies' awareness, allowing them to feel their femininity and charm when they make the choice of wearing a skirt or dress," Kirillova continued. "It is summer now, so the marathon came in handy."
This genius idea came directly from the charming mind of Tatprof's male CEO, a man by the name of Sergei Rachkov.
"He really wants to maintain the female essence in every female employee of the company," Anastasia Kirillova explained. "So that young women do not have male haircuts, do not change into trousers, so that they engage themselves in handicraft, project all their warmth into raising children."
Female staff are being offered 100 rubles ($2.50) extra for choosing to wear makeup and a dress or skirt. But in order to claim the bonus, the ladies must send a photograph of themselves to the company.
To coincide with the campaign, the company also has a range of other appropriately "feminine" activities during the month. These include things like a dumpling making competition.
The company is also holding competitions for its male employees. Last week it staged a pull-up contest.
Amid the backlash, the company has rejected all accusations of sexism and confirmed 60 women have already participated.
The campaign started on May 27 and runs until June 30.