An advertising campaign for L'Oreal Telescopic mascara fronted by actress Penelope Cruz has been slammed by the Advertising Standards Authority for its use of fake eyelashes.The TV and print campaign, created by McCann Erickson, received a complaint over the use of the actress wearing false eyelashes, which exaggerated the lash length that could be achieved by using the product.
Copy in the press ad stated: "In a flash of a stroke...up to 60 per cent longer lashes and definition lash by lash", and featured a close-up shot of the actress with exaggerated eyelashes.
L'Oreal will now have to include a disclaimer in future ads featuring models wearing false eyelashes, irrespective of whether those lashes were individually inserted to bring lashes to a consistent standard or whether they were a full set of false lashes.
The make-up company was also told to ensure future ads made clear that the "up to 60 per cent" claim referred to the "appearance" of the lashes, not to an actual extension in the length of lashes....mad.co.uk
The make-up company was also told to ensure future ads made clear that the "up to 60 per cent" claim referred to the "appearance" of the lashes, not to an actual extension in the length of lashes....mad.co.uk
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