RIMMEL LONDON has been ordered by the Advertising Standards Agency (ASA) to remove a TV advertisement for its Scandal eyes Reloaded mascara, featuring Cara Delevingne, following a complaint that the image exaggerated the effect of the product after being manipulated in post production, reports The Guardian.
The advertisement promised “dangerously bold lashes” with “extreme volume … extreme wear”, according to its slogan. Following the complaint and investigation, Coty-owned Rimmel revealed that it had prepped Delevingne using lash inserts to create “a uniform lash line” before applying the mascara, and then redrew some lashes to make them more visible against Delevingne’s dark eyeshadow. Despite this, the make-up brand did assert that it still provided an accurate representation of the mascara and its characteristics.
This wouldn’t be the first time a cosmetics campaign has been pulled in the U.K., where the rules about using false lashes and Photoshop-like effects in advertisements are far stricter than they are in the U.S. According to WWD, Coty UK Ltd., Rimmel London’s parent company, “provided before and after pictures of Delevingne’s eyelashes to the ASA, along with post-production images.” The company claims they were well within industry guidelines when they used false lashes to create a “uniform lash line” and enhanced Delevingne’s lashes in post-production to make them pop more against her dark eyeshadow.
But the ASA is not as convinced.”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,” says an ASA statement in The Evening Standard. “We therefore concluded the ad was misleading.” The watchdog group ruled that the ad cannot run again in Britain in its current form, and therefore must be reedited or changed to more accurately depict the result consumers can expect from the mascara.
So, should we be saying bravo! on behalf of consumers then?