Yes, the Blondes v the Brunettes is certainly a case of blatant sexism that seems like 50 years past its time. Not to mention it excludes red heads!! (and where would the purple-coiffed Tatev Abrahamyan fit in?)
On a serious note, have female Eastern European chess players furthered their careers by accentuating their sex appeal? Or at least increase their chances of making Kevin Spragget’s chess blog? 
Let’s not forget that Nigel Short was also involved with such an endeavor a few years ago.