L'Oreal's False Advertising

[babyjane]

[FONT=Verdana, Arial, Helvetica, sans-serif]Cosmetics giant L'Oreal has been reprimanded by British advertising watchdogs for its "misleading" mascara advertisements fronted by Penelope Cruz.

The TV and magazine adverts promoting L'Oreal's new Telescopic mascara claim the product boosts the length of women's eyelashes by up to 60%.

The Advertising Standards Authority (ASA) was forced to step in after it was discovered the acting beauty had been wearing additional false eyelashes for the shoot.

But the French make-up firm has defended itself against the accusations, claiming it is "common practice" to use fake lashes.

[/FONT][FONT=Verdana, Arial, Helvetica, sans-serif]A spokesman for L'Oreal says: "It is common industry practice to make use of some artificial lashes in order to ensure a consistent lash line under filming or shooting conditions - the ASA had previously accepted on more than one occasion that this industry practice was not misleading."

L'Oreal has been ordered to clarify the discrepancy and place a disclaimer on all future Telescopic advertising campaigns.

http://breakingnews.iol.ie/entertainment/story.asp?j=226239112&p=zz6z398y8
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[cosmogrl5]

It is irrational for someone to purchase makeup thinking that they will look just like the models (though I am guilty of having these false hopes myself). However, it is also unfair to be so misleading. That is like advertising a lip plumper when the model really has collagen implants.

 

[strawberry daiquiri]

make up ads are famously misleading - but i was pleased to hear there was a bit of intervention.
now i'm just waiting for another disclaimer in some of their other ads: voice is not model's own

 

[Diamond Star]

I remember there was a similar fuss about an advert Kate Moss did for Rimmel...it is good that companys are being reprimanded.

 

[dazed&confused]

I remember there was a similar fuss about an advert Kate Moss did for Rimmel...

Yeah I was just about to mention that..how did the matter end, though? Did Rimmel pull the ads? or put a disclaimer?

 

[cosmogrl5]

^ And what was the exact claim again? Was it for mascara as well? I remember the issue but none of the details.

 

[cardboardboxed]

I always figured it was a given that makeup and skincare advertisements were misleading. While I appreciate someone stepping in, I think it's quite random because I'm pretty sure most mascara commercials do use false lashes. Perhaps not full strips, but at least individual ones. Plus all that retouching! it's just sort of weird to see one random advertisement get reprimanded, when many others go unpunished.

 

[sanrio]

models/celebrities in ads are being improved.. they really are not there to look average.. i understand it.. it's more surprising that some people fell for it..

 

[Diamond Star]

Yeah I was just about to mention that..how did the matter end, though? Did Rimmel pull the ads? or put a disclaimer?

Seems like Rimmel didn't get into trouble over it:

Kate Moss accused of wearing false eyelashes for ad campaign

Rimmel has been investigated by advertising watchdogs over claims its latest campaign features Kate Moss wearing false eyelashes.

The Advertising Standards Authority received complaints ads for its Exaggerate Full Volume and Curl Mascara products were misleading.

Readers suggested the supermodel's look had not been achieved naturally.

The cosmetic firm admitted that "three or four" eyelashes had been added to fill in gaps and to make her eyes more even.

But it said the ads had "deliberately depicted looks that could be emulated by the average consumer."

The ASA ruled in favour of Rimmel, saying it had not tried to fool the public.
{http://saltyt.antville.org/20021106/}

 

[Street_a_Licious]

Well, *duh* much? Seriously, Make up ads are ALWAYS extremely photoshopped. Where would be the fun if they weren't? Such flawless faces are hardly natural. Maybe such skin is possible on newborn babies who's parents have perfect genes as well. But anyone older than 5?

Think about it. There's the professional, airbrushed makeup layer, fake lashes, and lip plumpers during the shoot, then a highly paid photoshopper afterwards.

As I said before, it's all really *duh*.

 

[notmanons]

It's a bit obvious she was wearing false eyelashes...who actually believed that the mascara actually works....

 

[pinksatin]

Geez. I think it's funny that they might get trouble for it. I think of photos for cosmetics and skincare ads to be more of an illustration, something to look at, than as demonstration of the product. Unless it's obviously otherwise but then it's usually a diagram to explain something.

Example: Just this morning I was looking at a mag and noticed how funny it was that Hilary Rhoda's perfect face was the campaign for Estee lauder's Idealist skin refinisher. As if she needs it or has ever touched it. It is a pretty picture though so I'm asuming they want you to think your skin will look younger and smoother like hers regardless of whether she uses the product. I think it's fine to do that.

I mean no one said flat out "your lashes will look like this model's lashes when you use the product". It's just an illustration. I think of it more like "oh her lashes are gorgeous, this product will improve my lashes and bring it closer to that". THough of course not literally. And so what if she has fake lashes on. I wear fake lashes too sometimes. It's not deceptive.

 

[Odette]

Yeah L'oreal!!! The masters of photoshoping if that word actually exists and I don't understand why the hell they spend so much money in models and actresses if they all look like a bad copy of themselves(Scarlett Johansson doesn't even look like her in the lipstick ads).

 

[Alejandro]

yeah right, wtf?

look at the diorshow ads, those lashes wont look like that with just diorshow

 

[joiedemode]

I thought ALL ads used false lashes...it seems obvious And if it really works like it looks in the ad then every person on the planet would be using it!

 

[kalli]

They always do this,girls who`ve never had a zit in their life advertise some acne cream,women with gorgeous hair advertise hair products that she doesn`t need or use,so what`s the big deal.Did anybody expect to have an orgasm when using Herbal Essences?

 

[modelbehavior228]

I think it is all so absurd. I mean, I have never baught a product and expected to look like the ad. I mean, come on people! I would never buy mascara and think that I would have long, thick, jet black lashses like the model. God, sometimes people are kinda dumb.

 

[Ferdinanda]

Hmmm....I like this com. Pen looked breathtaking in it.

Becuase she is prettier then most. Ugly people can't have lashes like hers, its just god's rule. [insert rolling of the eyes here] I'm sorry but, honestly who whould think that the product actually works? L'Oreal so you were outed good. Now pull out Longoria off the spokesmodel lineup before I shoot myself the next time I see her commercial. Or worse, before you get called again for using photoshop on that god forbidden overrated woman.

 

[marylauda]

Did anybody expect to have an orgasm when using Herbal Essences?

 

[Julz]

I thought it was just known that they use fake lashes in all of those make up ads...all brands. All of their lashes can not be that perfect.