Image: Cara Delevingne in Rimmel’s Scandaleyes Reloaded mascara ad. Image source.
No longer are advertisers allowed to get away with quite as much as they used to, with advertising watchdogs increasingly cracking down on misleading Photoshopping. The latest example of this comes from Rimmel, which has been forced to pull a television commercial featuring Cara Delevingne. The Advertising Standards Authority reportedly received a complaint about the ‘misleading’ ad and subsequently ruled that the ironically named Scandaleyes Reloaded mascara ad had been manipulated too much with post-production techniques like airbrushing.
Rimmel’s parent company, Coty UK defended the ad though — which promises “dangerously bold lashes” with “extreme volume… extreme wear”. Coty said that, while there had been some post-production treatment, it still provided an accurate representation of the product and its characteristics. It was later revealed that Coty had prepared Delevingne’s eyelashes before applying the product, by using individual lash inserts and then redrawing some lashes in post. Although Coty said this was just to create a uniform lash line and distinguish the lashes against the model’s dark eyeshadow.
Coty also denied lengthening Delevingne’s lashes, but the ASA disagreed, based on the before and after photos. “Because the ad conveyed a volumising, lengthening and thickening effect of the product, we considered the use of lash inserts and the post-production technique were likely to exaggerate the effect beyond what could be achieved by the product among consumers,” the ASA said. The ad was therefore banned for misleading viewers.
This news is just the latest in a string of banned beauty ads over recent years, which has been partly driven by an anti-airbrushing campaign launched by Liberal Democrat MP Jo Swinson. Campaigns from L’Oréal featuring Julia Roberts and supermodel Christy Turlington have both come under fire, as well as a Christian Dior ad featuring Natalie Portman and an Olay commercial featuring Twiggy. What this suggests is that we might slowly be moving towards a space of increased authenticity in advertising. At very least, the bar has definitely been raised.
You can check out the controversial Rimmel ad below:
Via The Guardian
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