The BBC reports on a new business venture that will see a holiday island set up and run entirely by blonde staff, the latest in what is referred to as a “growing blonde movement” in the Baltics.
The Lithuanian company Olialia (pronounced “ooh-la-la” of course) says that it plans to attract tourists to the island by offering flights to the island crewed entirely by blondes (and yes that does include the pilots) and blonde staff only when they arrive.
As there is no mention in their business plan of such rigorous entry requirements for guests, one can only assume that Olialia is aiming squarely at a male market.
Critics have branded this marketing strategy as “sexist.” Latvian journalist Sanita Jemberga (and yes, she’s a brunette) comments that: “”They are selling the idea that blondes are sexy, because sex sells. They have found their unique selling point, which is Baltic women and sex.”
Local laws could make their recruitment process problematic in the Maldives, as they are required to hire at least 50 per cent local staff, and questions have been raised as to whether recruting blonde haired staff only contravenes EU employment law.
Olialia’s managing director Giedre Pukiene says that she wants to break the stereotype of “dumb blondes” saying that: “Our girls are very smart and they have degrees. All of them want to do something with their lives. They have lots of business ideas.”
Critics continue to insist that this business venture is aimed at a stag party culture and merely objectifies the women involved.