One of my students, an attractive blonde, was upset at not landing a plum academic job. When she explained that to be taken seriously, she had tied her hair in a ponytail, foregone make-up, and worn severe black clothing, I had no doubt what to advise.

Next time, I said, look as ravishing as usual. She did — and of course got an even better job at her next interview.

I am sure many would balk at this, but the fact is physical and social attractiveness — what I call ‘erotic capital’ — is a valued commodity in our image-obsessed society, so why shouldn’t women exploit this?

The trouble is those who dare to deploy this secret weapon are often vilified. It’s part of what I call the New Ice Age, which doesn’t refer to meteorological matters, of course, but the increasingly puritanical attitude towards attraction, sex and sensuality at the heart of modern-day feminism.

In the wave of post-Weinstein purges, following the #MeToo campaign and #Time’sUp movement, darts walk-on girls and Formula One grid girls have been given the boot.

Social scientist Dr Catherine Hakim (pictured) revealed why she believes women should use their appearance to get ahead

As a social scientist — I’m a professorial research fellow at think-tank Civitas and was a senior research fellow at the London School of Economics — I see this as a clear example of a new diktat seeking to control, rather than liberate, women.

Women have a clear advantage over men when it comes to beauty, but the #MeToo brigade seek to destroy this.

They believe a woman is free to do what she likes with her body — but only within certain parameters. In other words, she may not exploit her physical assets to please men.

Add to this the removal of works of art from galleries because they’re considered sexist ‘soft porn’, and surveys which seem to show millennials are shunning sex in unprecedented numbers (one in eight 26-year-olds told researchers they are virgins, a sharp rise from previous generations) and you’re left with a rather barren landscape.

This, in my opinion, is a return to the Puritans’ narrow-minded asceticism. They dressed in black and condemned as sinful everything sensual and luscious — music, dancing, fine clothing, eroticism.

But must we abandon our recently gained sexual freedom and deny our erotic capital?

The new breed of radical feminists clearly wants all of society to conform to their anti-sex ideology. They may pretend to speak for us all, but too often ignore most young women’s aspirations — not to mention the naturalness and importance of attraction between the sexes.

In this New Ice Age, the only acceptable way for women to get ahead is through the job market. But this ignores the fact that two-thirds of UK women don’t go to university and some may choose to make money in other ways. Many girls want to become supermodels, just as boys dream of being football stars. And what’s wrong with that?

Dr Catherine revealed on average, good-looking men and women with a pleasant manner earn up to 20 per cent more than others

Instead of vilifying grid girls, glamour models and others, their critics should praise them for using their erotic capital so effectively and encourage them to argue for higher pay.

Women should not be shamed for earning money from their appearance. Nor should men who admire attractive women be treated as sex pests.

Denying erotic capital is bemusing when, in the age of selfies and social media, appearance has never been more valued.

Good-looking men and women with a pleasant manner earn up to 20 per cent more than others, on average. There are plenty of social benefits too, not only in dating and mating, but also in the workplace and public life. Attractive people get more help, support, and a smoother path in life.

We can all develop our erotic capital. When I was in my 20s, I took advantage of free make-up lessons offered by cosmetic firms and quickly got all the expertise I wanted. Keeping fit and in good shape is open to everyone.

Anyone can learn social etiquette, good manners, colour co-ordination and style. Smiling more often also helps.

Dr Catherine claims it's patronising that women are often portrayed by some feminist groups as unable to rebuff unwanted advances (file image)

We all accept it’s sensible to invest ten or more years in a good education. And it might be taboo to admit it, but evidence shows that it makes just as much sense to invest time and effort in our appearance too.

I first became interested in erotic capital when I saw a huge poster of David Beckham in Armani briefs on the Selfridges building in 2009.

No one complained about a man exploiting his attractiveness, but there would have been uproar if a woman had done the same. I soon realised the loudest voices of dissent were female.

Women don’t seem to accept other women getting ahead, particularly when they are attractive. Men may be jealous of other successful men but instead try to learn from them.

There’s an evolutionary element to this in that it harks back to females competing for a mate. But why do women continue to put each other down?

Women’s lives, and opportunities, have changed radically since the Pill in the Sixties, and equal opportunities laws in the Seventies. Women have surged into professional occupations, and the pay gap is now trivially small.

Despite this, some academics with a feminist agenda insist on presenting women as the powerless victims of domineering men.

Dr Catherine urges women to be proud and reap the rewards they can achieve by using their appearance to get ahead (file image)

And why are we thought incapable of rebuffing unwanted advances in the workplace or elsewhere? It’s patronising. Why can’t women enjoy compliments from men? They can still say ‘no’ if advances are unwelcome.

It is true Harvey Weinstein was a pig and a bully but the #MeToo campaign quickly lost focus, becoming, in some cases, a way for women to vent about unwelcome male attention rather than abuse.

Instead of bringing meaningful change, it merely revealed women incapable of dealing gracefully with clumsy efforts at seduction. And men who find women physically attractive are too often branded sexual predators.

Men enjoy sexual banter. It’s a standard way of interacting in the workplace. For women, flirting can be a useful skill. It’s not morally wrong; it’s just pleasurable.

I know many a young man who feels straitjacketed by #MeToo — they dare not make a move in case their behaviour is publicly outed as ‘inappropriate’.

By putting all men into the Weinstein camp we crush the power of erotic capital, a large part of male/female interaction.

While teaching at university, I watched with despair how girls on gender studies courses were brainwashed by the feminist mantra that women were ‘victims’. They were invited to reject men, and taught that the only way to make it in life was through work, all else was undignified.

Looks do matter so why can’t women make the most of them? They should be able to feel proud and reap the rewards.

CATHERINE HAKIM’S Honey Money: Why Attractiveness Is The Key To Success is published by Penguin.