A recent Rimmel mascara advertisement featuring popular model Cara Delevingne was just banned for deceitful post-production methods that exaggerated effects resulting from the actual make-up, said the Press Association.

Issues

The advert that appeared on television Delevingne applying Rimmel-brand mascara and featured close-up images of the final effect, as a voiceover stated: “New max-density brush for clump free lashes. Extreme volume… Extreme wear.”

In defense of the advertisement after viewers began to complain that the brand is misleading customers, the owner of Rimmel, Coty UK, stated that lash inserts were used to fill up gaps and make a “uniform lash line” following common industry practices.

Clearcast, an advertisement clearance agency stated that Coty didn’t use lash inserts in order to mislead and exaggerate effects of their mascara, and the company hadn’t lengthened any lashes during post-production.

Misleading

The Advertising Standards Authority (ASA) stated that consumers are likely to acknowledge from watching the add that the mascara may lead to fuller or thicker eyelashes.

It stated: “We noted Coty’s assertion that the post-production techniques used were not intended to lengthen the model’s eyelashes. However, we considered that they did appear to be longer in the after photo.

“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.

“We therefore concluded the ad was misleading.”

They also rules that their advert may not reappear in the same form, and said that Coty UK shouldn’t “exaggerate the effect the product was capable of achieving”.

Coty stated: “Coty has worked closely with the ASA since the complaint was raised in December.

“While we regret the decision of the ASA, we will of course comply with the ruling and not air the TV commercial again in this state.”