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 Organization of Advertising Standards (Advertising Standards Authority, ASA, UK) again stands up for consumers. The next two campaigns are prohibited from using retouching images in advertising. Too perfect skin looks of stars that misleads the consumer.
It would seem that brands specially invited stars to show us, the consumers, the beauty of their appearance and thus stimulate the purchase. All because even look like a star! However, sometimes this is the case when the "too good - not too good."
Last Lancome brand advertising with Julia Roberts declared untrue. Experts ASA considered that the skin 43-year-old actress and mother of three incredibly good. Using Photoshop in this case is wrong, it misleads the consumer, when he focused on retouched photos, and advertising promises something achieved by means of tone - it is impossible.
Roberts became the face of Lancome in the past year, her contract is estimated at 15 million pounds. In the UK now this promotional image will be removed from the pages of glossy and billboards.
But that is not all. It got not only Lancome. L'Oreal also have to cancel their advertising tonal resources with Christy Turlington Maybelline. It is recognized that this image also confuses consumers confused and impossible promises. Although this advertising cosmetics company several hedge, small print that was used to image retouching. However, experts still ASA considered that the incorrect advertising.
Earlier, several campaigns of cosmetics have been banned for similar reasons - the picture promises the impossible. Under the ban appeared posters with Rimmel model Georgia May Jagger, daughter of legendary rocker Mick Jagger, due to the use of false eyelashes.
Was withdrawn advertising from other mascara Rimmel - Magnif'Eyes mascara produced in 2007, it starred Kate Moss.
I did not like the association and advertising mascara from L'Oreal with Penelope Cruz in the lead role of advertising in the UK and was not. In addition, the advertising Olay anti-aging agent with Twiggy in 2009, was banned. It should also be recalled, and the recent scandal with the advertising of the new mascara from brand CoverGirl, all for the same reason - these false lashes instead.
Author: Julia Gnedina
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