iblog

Many women have wondered before whether the super-long eyelashes they see in makeup adverts are really the result of the product being advertised. Well, a new Rimmel advert featuring top model Kate Moss has been found to have broken advertising rules because it featured digitally-enhanced eyelashes.

The Advertising Standards Authority (ASA) found that the advert for Magnif’Eyes did not give a realistic image of the effects of the mascara worn in the picture. Though Rimmel themselves denied that the model wore fake eyelashes, they admitted that the eyelashes were “cleaned up and enhanced” after the shoot, something which is still unacceptable according to ASA as it exaggerates the benefits of the product. Furthermore, even the text accompanying the adverts has been found to be exaggerated, with Rimmel claiming that wearers actually experience “70% more lash lift”, something which is highly contested.

Though Rimmel insist that they have done nothing wrong, David Allan from Coty, the company which owns the Rimmel brand, says:

“Coty had full approval from the Broadcast Advertising Clearance Centre for the Rimmel Magnif’Eyes advertising. This campaign ran in line with the original planned schedule. We recognise the ASA has become more stringent in their application and Coty will continue to be fully compliant with the ASA guidelines.”

The ASA has now banned Rimmel from continuing to display these adverts, and will only allow similar adverts in future if there was an accompanying disclaimer which pointed out the touch-ups.

This entry was posted on Wednesday, October 3rd, 2007 at 4:52 pm and is filed under Fashion, Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.