Most large companies are bringing in increasingly clever ways of increasing the diversity in their work force. Until now it's either getting more women into tech roles, increasing social mobility or ethnic diversity. It's really interesting to see that cosmetics giant L'Oréal making a move to increase the number of men working for them.
So when L’Oréal UK and Ireland came forward with a proposal to offer an Award for the Male Undergraduate of the Year, we readily accepted. Because if targeting the more usual target groups is considered an effective and positive way to achieve a diverse workforce, intellectually and morally there are no issues around seeking to redress the balance within organisations that have an historic difficulty in attracting enough male applicants. And that’s the case with L’Oréal, hardly a shock when you think about what they produce. So the decision was taken to launch the first ever award open exclusively to men in a bid to promote its profile among male undergraduates, and challenge perceptions they often have of working for a cosmetics giant.