The lush lashes Taylor Swift is sporting in the commercial and print ads for CoverGirl’s NatureLuxe Mousse Mascara aren’t really from the product itself, photoshop had a hand in creating the glam look and it’s gotten the ads banned and pulled.
The campaign had come under fire in the UK by the Advertising Standards Authority with the group banning the Swift featuring ads.
Now the US is getting into the act with the National Advertising Division saying enough is enough.
The NAD took issue with Proctor & Gamble, the company behind CoverGirl, and their claims the beauty product provides “2X more volume” and “superior performance” while using a photoshopped image of Swift’s lashes.
NAD’s director Andrea Levine told Business Insider, “You can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then – in the mice type – have a disclosure that says ‘OK, not really.’”
The country superstar’s ads won’t be shown anymore, according to the NAD.
“… [P&G] advised NAD it has permanently discontinued all of the challenged claims and the photograph in its advertisement. NAD was particularly troubled by the photograph of the model – which serves clearly to demonstrate (i.e., let consumers see for themselves) the length and volume they can achieve when they apply the advertised mascara to their eyelashes. This picture is accompanied by a disclosure that the model’s eyelashes had been enhanced post production.”
Swift’s endorsing spots aren’t the only fashion and beauty ads to get the once over by the advertising boards on both sides of the pond.
Maybelline had an ad for an anti-aging product featuring Julia Roberts and Christy Turlington yanked for digitally retouching their skin.
Miu Miu and Marc Jacobs have had their ads featuring under-18 actresses Hailee Steinfeld and Dakota Fanning pulled.
In the Jacobs ad for his fragrance, Fanning is seen with the perfume bottle sitting between her legs. The UK’s ASA prohibited the ads for “sexualizing a child.”
The same agency ruled that Steinfeld’s photos “depicted a child in an unsafe position” for having the True Grit star pose on railroad tracks.
What do you think?
Did these regulatory boards go overboard or is it about time they enforce some truth in advertising?
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