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Queer Editorial

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Newsflash: Lynx deodorant spray still doesn’t cure 50 strains of lesbianism

Cast your mind back to September, when there was a story in the papers

about the Hong Kong millionaire who was offering HK$500 million (£40m) to any man who would.

The daughter in question, 33-year-old Gigi Chao, has so far turned down all her potential male suitors. As well she might, considering she’s been in a happy relationship with another woman for seven years – so happy, in fact, that the couple had a Civil Partnership five months ago.
As if Gigi’s humiliation by her father wasn’t enough, in steps Lynx deodorant, with an advert claiming that their cheap spray will cure lesbianism: “Unleash the Lynx effect and claim your reward from Cecil”. Lynx’s advert is a joke of course, a cheeky ‘lad-culture’ bit of fun, that no one is going to take seriously. So why get annoyed about it?
Well, because it’s things like this that perpetuate attitudes that lesbians have to deal with every day: “It’s just a phase.” “You just haven’t met the right man yet.” “I could turn you straight.” This sort of thinking diminishes and disempowers gay women. It tells us that we don’t know our own minds, and that our relationships are temporary and inconsequential.
Lynx is hardly known for its enlightened attitudes towards women in advertising, but supposedly inventing a lesbian-curing spray is a new low even for them.
Gigi, by the way, has shown rather more dignity than her father.

Despite being approached by 1,500 men, some bearing nude pictures, she has tried to laugh off the attention, saying, rather unconvincingly “It’s really sweet of him to do something like this as an expression of his fatherly love”. MS