We've all been there. Maybe you overslept. Maybe none of your outfit choices felt right and getting ready took longer than normal. Maybe you just had a giant zit that really needed an extra coat of concealer that morning. So, instead of being late to class and/or work, you decided to save time and apply your makeup during your commute. Unfortunately, though, a private train company in Tokyo is now targeting women (yes, just women) for choosing to groom themselves in public and shaming them for allowing others to see their makeup "transformation."
Excuse us while we throw up all of the sexist BS that was just shoved in our face.
In recent years, Japan has taken some notable steps toward gender equality, but this ad is doing absolutely nothing to help deep-rooted sexism (which of course, is not limited to Japan).
The advertisement portrays two young women carefully applying makeup on a relatively empty section of the train when a bare-faced actress begins singing and dancing to a catchy Japanese tune. The lyrics state, "Women in the big city are all beautiful. But they can be ugly sometimes. Why can't you do it before you get on the train? Your eyebrows restored and eyelashes multiplied, your transformation is witnessed."
And just in case women didn't get the message, the advertisement ends with a message asking women to not put on makeup on the train.
Ugh, there are so many issues here, let's break it down:
First of all, a friendly reminder: Women do not owe it to anyone to look a certain way — and that most definitely includes the owners of this commuter train.
Second, who should say that a made-up face is any more beautiful than a bare face? If the company used the excuse that the aroma was bothering people (and that would have to be some insanely strong smelling makeup) or if they were truly just worried about preventable spills on the trains, we might have a little more of an understanding. Instead, though, every single second of this clip deals with the obvious inappropriateness of letting others see you without makeup. *Gasp* Oh, the horror.
Third, there is no danger to yourself or anyone else in continuing to apply cosmetics en route (except maybe poking yourself in the eye with a mascara wand, and holy hell does that hurt).
You're doing your very best to shame women with these incredibly sexist opinions of yours, Tokyu Corporation, but in reality the true shame is on you.