L’Oreal Mascara Misleading the Public? The ad that had Penelope Cruz by L’Oreal mascara is receiving a few throws of criticism from the Advertising Standards Authority, saying that it may mislead the public. Why? Well, for one, Penelope Cruz was wearing false eyelashes and the ASA ruled out that it may mislead the public. One complainant contacted the ASA, concerned that Cruz was wearing false eyelashes in the ads for L’Oreal Telescopic mascara and therefore exaggerating the length of her eyelashes that could be achieved once the product has been used. L’Oreal mascara claim “up to 60% longer”, both featured in the TV ad and the press ads, was supported by scientific data and consumer data. It added that the claim did not refer to actual lash extension but rather to a perceived increase in length when the lash tips were made more visible after applying L’Oreal mascara. L’Oreal told the ASA that false eyelashes were necessary in order to fill the gaps between Cruz’s natural lashes before Telescopic mascara was applied. In their defense, L’Oreal argues that many women indeed wear false eyelashes and reiterated that up to 60% longer lashes could be achieved by applying the mascara regardless of whether lashes were real or artificial. Despite the rebuttal, the ASA ruled that the ads that was created by advertising agency McCann Erickson could be misleading. “We concluded that, in the absence of a disclaimer stating that Penelope Cruz was wearing some individual false lashes added to her natural lashes, and because the ad did not make clear that the claim referred to an increase in the ‘appearance’ of lash length, the ads could mislead.” The regulator said. The ASA have informed and instructed the company L’Oreal to include a disclaimer in their future ads that feature models wearing false eyelashes and to ensure any further campaigns for the product made clear that the “up to 60%” claim referred only to the appearance of the lashes. The ASA also criticized the company for its lack of promptness when it came to responding with the complaint. The company may be lashed by these criticisms they are still confident with the products that they are selling and may have just lost a footing there with the ads. The criticism didn’t really create any damage since the L’Oreal mascara products are still getting sales globally despite the slamming of ASA with their ads.
Published on Oct 5, 2011
Published on Oct 5, 2011
In their defense, L’Oreal argues that many women indeed wear false eyelashes and reiterated that up to 60% longer lashes could be achieved b...