Rimmel Mascara Misleading Ad


Photo: DailyMailUK
First let me just say that Georgia is gorgeous ! The daughter of rock star-meets-model parents Mick Jagger and Jerry Hall -- is shown in three overlapping shots that seemingly show off the ability of Rimmel's 1-2-3 Looks Mascara to give you three uniquely different lash looks.
The mascara ad has Brit officials calling foul as reported by The Huffington Post.
The tiny print at the bottom says, "shot with lash inserts," or code word for fake lashes. The British Advertising Standards Authority (ASA), however, doesn't think the disclaimer is sufficient, and has yanked the commercial, and also banned the print ad from running in magazines.
"Because we considered that the use of different length lash inserts applied to the eyelash area was likely to distort the visual representation of the effect achievable from the use of the product alone, we concluded the images in the ad were misleading," stated the ASA.
Yet, Coty UK -- parent company to Rimmel -- claims that the use of false lashes was not intended to fool the public, but rather accentuate the difference in lash looks you'd see in person, in a way that you could detect on camera.
What do you think? Deceptive? Any difference between this and air brushing? Do you read the fine print?

4 comments:

Erika said...

I think that it's deceptive of the company to do things like this; however, as consumers, we have to be aware of what we are spending our money on - which means reading the fine print. :/

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James Michael White said...

If they used the same false lashes on all three looks, then I don't think it's deceptive. I'm always amazed at how harsh the British Authorities are.

K said...

While it is misleading, it certainly isn't the first time that this type of ad has come out. I actually saw one with the same fine print in a magazine a few months back.

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