T.V. watchdogs have concluded that television ads for Rimmel mascara in which Kate Moss’ eyelashes were digitally enhanced broke advertising industry rules.
This comes just three months after a L’Oréal mascara advert was criticized for featuring actress Penelope Cruz in false lashes.
The agency behind Rimmel’s television and magazine campaigns denied claims that Kate wore false lashes during the shoot but produced no evidence to prove it.
From now on, the company has been ordered to include a disclaimer in future ads making it clear when post-production magic has been used to increase the effects of a product.
Finally — some truth in advertising!
8 Comments
good- they should get busted for stuff like this. The ads that promise you amazing results- thicker lashes, fuller lips, etc……women expect a little exaggeration (6-7 coats of the mascara- lol), but outright lies? No thank you.
I think its very obvious when false lashes are used and it is very misleading for these advertisements to claim its all the work of the mascara. While some people aren’t easily fooled by this sort of thing, others are and when they use the mascara and their lashes don’t look as lucisous and full as the model in the ad they feel inadequate and maybe cheated. I second your opinion PSL…glad they have been busted. They can use the false lashes as much as they want but they need to state clearly on the ad that they have been used.
what’s funny is beyonce talking about hair dye since she always wears weaves and wigs.
I’ve seen those new Rimmel ads featuring Kate Moss. Frankly, even the false eyelashes can’t hide the fact that she looks like a drugged out mess.
I completely agree with the ruling, but I’m surprised that anyone would actually think that the lashes in that ad or just about any mascara ad were real. To me mascara ads are just about the most obviously fake of any make-up advertising I’ve seen.
Not that I would know (ahem) but you CAN dye weaves. Also whoever made up this regulation is pretty petty, they have three year old anorexic models strutting down catwalks wearing make up that other 3 year olds died to make but fake eyelashes are their biggest worry in this beauty industry?!
Anyway, L’Oreal already has disclaimers on their ad with that fug Lateita Casta and say she is wearing some ‘natural human hair extensions but they have been styled using….’product’”. Its a bit stupid, no one really thinks your lashes will look like that.
But agreed, some adverts need to tone it down in the boasts eg ‘YOU WILL LOOK TEN YEARS YOUNGER if you use this product every day for the rest of your life and don’t eat like, ever”
whahaha they always airbrush and enhance… nobody has lashes like that. take any ad for mascara. and i know some thick long lashes. of course i don’t have those, but i have pretty good ones.