My Fat Pocket

Follow us:

  • BEAUTY
    • BEAUTY NEWS
    • BEAUTY TRENDS
    • BEAUTY REVIEW
    • HOW-TO VIDEOS
  • FASHION
    • FASHION NEWS
    • TRENDS & STYLE
    • FASHION SPOTTING
  • MFP TV
  • LIFESTYLE
    • FOOD
    • FITNESS & WELLNESS
    • CAREER
    • RELATIONSHIP
    • ENTERTAINMENT
    • LIVING
  • BLOGGERS
  • 11.11 Promotion
    • All Category
    • Food Category
    • Other Category
My Fat Pocket
No Result
View All Result
Home Beauty Beauty Trends

Mascara Advertising. When is too Long too Much?

by Jean Gan
November 20, 2012
0
Mascara Advertising. When is too Long too Much?
326
SHARES
2.5k
VIEWS
Share on FacebookShare on Twitter

The recent uproar on Dior’s latest advertisement on its mascara advertisement, which features Black Swan actress Natalie Portman was banned by consumer watchdog in the UK for misleading consumers. But when is too long too much?

L’Oreal’s rival, who has been one of the biggest offenders in the watchdog’s crackdown on airbrushed and exaggerated beauty ads in recent years, lodged a complaint with the Advertising Standards Authority that the Dior ad “misleadingly exaggerated the likely effects of the product”.

Although Dior admitted Portman had not worn false eyelashes in the photoshoot, but it had added the appearance through digital enhancement using Photoshop, to retouch the appearance by increasing the thickness and volume of a number of Portman’s natural lashes.

It has been exposed that other established cosmetic companies such as Covergirl featuring Nicole Fox and L’Oreal featuring Penelope Cruz, have been heavily criticised by using fake eyelashes as enhancement in their mascara advertisements.

But then when is too long, too much? And why is it that Dior was banned but not Covergirl and L’Oreal since technically speaking, all advertisements have took advantage of ‘enhancements’ techniques to market their mascaras?

{youtube width=”500″ height=”420″}F2BQlJEsRZk{/youtube}

L’Oreal, though not banned, was however instructed to include a disclaimer in future ads featuring 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 lashes.

So does it mean that by inserting such additional disclaimers, consumers would not be misled and that this does not amount to false advertising?

Unless these cosmetic companies place such disclaimers loud and clear enough on their advertisements instead of fine prints, they might still stand their grounds. But this is highly unlikely possible.

The implications of the discrepancies which are blatantly obvious might encourage companies to use false eyelashes in their mascara advertisements instead of digital enhancements, despite it still leading to false advertisements.

This, in turn, misleads consumers, which more often than not, are attracted by the visual imageries and would not pay much attention to fine prints. However, this may draw a somewhat clear but uncomfortable line between photographs enhancements, in that using digital software such as Photoshop is not acceptable but leniency is placed upon using fake eyelashes.

To me, using false lashes in mascara commercials is indeed false advertising. There is just no way their product is going to deliver the results they are claiming, and they are intentionally misleading consumers.

As fake as false eyelashes are in mascara advertising, so are extra chicken filets in a bra ad. No?

Tags: Advertising Standards Authoritycover girldior banned mascara adfake eyelashesfalse advertisingfalse eyelashesfalsieslorealmascaramascara advertisingNatalie Portman
Previous Post

Glitz and Glamour at Kardashian Kollection Launch Party

Next Post

‘Donate’ Unwanted Apps, Raise Money For Charity

Jean Gan

Jean Gan

Next Post
Humorous Kotex Ad Features Cats Walking Uncomfortably While Wearing Sticky Tape

‘Donate’ Unwanted Apps, Raise Money For Charity

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Newsletter

Subscribe to MyFatPocket's newsletter

Want in on the best of beauty, fashion, lifestyle news and trends? Be a MyFatPocket member and get first dibs on exclusive news, features and giveaways straight into your inbox!

Rachel Fillers and Botox

January 16, 2021
Fraxel Dual Laser Facial Rejuvenation Treatment at Halley Medical Aesthetics

Fraxel Dual Laser Facial Rejuvenation Treatment at Halley Medical Aesthetics

January 6, 2021
Weight Management at Halley Body Slimming Clinic

Weight Management at Halley Body Slimming Clinic

January 6, 2021
My Fat Pocket

Singapore's women magazine that brings you the best of beauty, fashion, and lifestyle news and trends straight into your pockets.

Instagram

  • With 13 years of research and over 6 years of constant improvements, Glyken has reinvented nature’s superfood. The highly raved beauty food that is traditionally prepared using the double-boiled method is now available in powder form using biotech extraction technology that is packed in convenient sachets that can be easily carried around.
  • Cetaphil
  • GreenLife, Singapore’s top homegrown health supplements brand, launches Derma Bright – a dietary supplement offering dual-action skin whitening and UV protection for those who face skin concerns such as pigmentation, uneven skin tone and excessive UV exposure when enjoying outdoor activities.

Read more on www.myfatpocket.com
  • Leading sports and lifestyle brand, SKECHERS, introduces its latest collaboration collection with the Los Angeles-based label CHINATOWN MARKET. Drawing from the DIY influences as well as the whimsical yet creative taglines familiar to the streetwear label, the collection invites the wearer to be a part of the design process.

Read more on www.myfatpocket.com
  • Add blings to your feet with a pair of shimmering footwear from PAZZION
  • Celebrating with our loved ones over a sumptuous meal should be a stress-free affair, especially during this challenging year. For those who prefer to free up their time in the kitchen for other pursuits, planning a gourmet meal for Christmas becomes a cinch with Stamford Catering.

Read more on www.myfatpocket.com
  • With the latest steamboat and BBQ concepts at just $19.90 to $23.90 per pax at Chinatown Food Street, grab your friends and enjoy a wide array of buffet selection - all to your heart
  • Virtual personality Rae (@here.is.rae) proudly unveils a 4-piece capsule collection created in partnership with popular cult label SBTG. This is an impressive accomplishment for virtual personality Rae, marking Asia’s first product collaboration between the virtual world and reality. 💜

Copyright © 2020 MyFatPocket Pte Ltd. All Rights Reserved.

No Result
View All Result
  • BEAUTY
    • BEAUTY NEWS
    • BEAUTY TRENDS
    • BEAUTY REVIEW
    • HOW-TO VIDEOS
  • FASHION
    • FASHION NEWS
    • TRENDS & STYLE
    • FASHION SPOTTING
  • MFP TV
  • LIFESTYLE
    • FOOD
    • FITNESS & WELLNESS
    • CAREER
    • RELATIONSHIP
    • ENTERTAINMENT
    • LIVING
  • BLOGGERS
  • 11.11 Promotion
    • All Category
    • Food Category
    • Other Category

Copyright © 2020 MyFatPocket Pte Ltd. All Rights Reserved.