Entries in Mascara (2)


Agency Bans Dior Mascara Ad Featuring Natalie Portman

Scott Barbour/Getty Images(LONDON) -- A Christian Dior mascara ad featuring actress Natalie Portman has been banned in England after rival makeup company L’Oreal complained that the magazine ad was misleading and exaggerated.

L’Oreal complained to Britain’s Advertising Standards Authority, the independent agency that regulates advertising across all media and that takes action against advertisements that are misleading, harmful or offensive.

The ad for DiorShow New Look mascara showed Portman with a lush, thick fringe of long lashes, and claimed the makeup would deliver a spectacular volume-multiplying effect, lash by lash.  L’Oreal believed it “misleadingly exaggerated the likely effects of the product,” according to the ruling posted on the authority’s website this week.

Dior said it hadn’t received any complaints from consumers, which the company believed demonstrated that the ad didn’t go beyond the “likely consumer expectations of what was achievable with the product,” the ruling said, adding that Dior claimed the ad was stylized and “aspirational.”

Dior told the Advertising Standards Authority that Portman’s natural lashes were digitally retouched in post-production to lengthen and curve them.

Both companies declined to comment to ABC News.

“There is a line they know not to cross,” Lisa Granatstein, managing editor of AdWeek, told ABC News.  “When they do cross it, that’s when the problems happen.”

The advertising authority said it considered that the ad’s claims, along with Portman’s image, “would be understood to mean that the mascara could lengthen the lashes, as well as separate them, increase their thickness and volume, and generally enhance lash appearance.”

Because the ad was likely to mislead, it must not appear again in its current form, the authority ruled.

The agency has also banned other makeup advertisements featuring stars such as Julia Roberts and Christy Turlington.

In the United States, experts say, ads such as the Dior one are everywhere but companies are less reluctant to call each other out for making false claims.

“It’s freedom of speech here in the United States and it’s really an excuse for anything from deceptive campaign advertising to mascara advertising,” Granatstein said.

Copyright 2012 ABC News Radio


Procter & Gamble Pulls Photoshopped Taylor Swift Ad

File photo. (Jason Kempin/Getty Images)(AVENEL, N.J.) -- The photoshopped eye lashes of Taylor Swift wearing Covergirl NatureLuxe Mousse Mascara have been pulled by Procter & Gamble after the National Advertising Division of the Council of Business Bureaus Claims launched an inquiry into the print advertisements.

“You can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then -- in the 'mice' type -- have a disclosure that says ‘okay, not really,’” Andrea Levine, director of the National Advertising Division, told Business Insider.

The advertisement, which depicted the lush eyelashes of the 22-year-old superstar complemented by Covergirl mascara -- along with a side of digital enhancement -- included the line: “lashes enhanced in post production,” or “lashes enhanced in post.”

Procter & Gamble did not immediately return ABC News’ request for comment.

But, that wasn’t enough to keep the advertising industry’s regulatory agency at bay.

NAD asked P&G for proof of its claims that the mascara added “two times more volume” than bare lashes and was “20 percent lighter” than the most expensive mascara.

The organization was also looking into whether the advertisement, “conveyed the implied messages that consumers who use Covergirl NatureLuxe Mousse Mascara would get lashes like those depicted in the advertisement and that the lashes depicted in the advertisement were achieved solely by using CoverGirl NatureLuxe Mascara, without post-production enhancement.”

Since the company has pulled the ads, the regulatory organization seems content.  The company stated in a press release, it has “permanently discontinued all of the challenged claims and the photograph in its advertisement.”

Copyright 2011 ABC News Radio

ABC News Radio