L'Oreal gets Dior mascara ad banned by watchdog
Christian Dior has had a press ad featuring brand ambassador Natalie Portman banned by the ad watchdog, following a complaint from rival L'Oreal that the image misleadingly exaggerated the effects of Dior's mascara.
The ad shows a close-up of Portman’s face and the headline: "Dior show new look".
The ad was accompanied by the line: "Last-multiplying effect volume and care mascara. The miracle of nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash."
Dior made it clear to the Advertising Standards Authority (ASA) that it had not received any complaints from consumers, which it said demonstrated the ad "did not go beyond the likely consumer expectations".
Dior admitted that the ad, which had originally been created to advertise a lipstick, had been digitally enhanced in the post-production process to "tidy up" Portman’s eyelashes, replacing damaged lashes as well stylistically separating and extending them.
The brand did, however, provide consumer research that supported the ad's claims about the mascara, and stressed that Portman was not wearing false lashes, nor were false lashes added in the post-production process.
The ASA banned the ad because there was not "sufficient evidence" to show that the post-production retouching on Portman’s lashes did not exaggerate the likely effects of the product.
In February a L’Oreal anti-wrinkle cream ad featuring actress Rachel Weisz was banned following a complaint from Jo Swinson MP that it "misrepresented the results that the product could achieve".Follow @loullamae_es
This article was first published on campaignlive.co.uk
- Think BR: Of mascara and make-believe
- National Express can-can ad banned for degrading women
- Nude Richmond Ham ad banned over provenance claims
- P&G wins out against Lil-Lets in tampon ad row
- Boots 'Little Me Organics' claim labelled 'misleading' by watchdog
- David Abraham apologises for offending with 'Bigger. Fatter. Gypsier' campaign
- Harvey Nichols incontinent model ad escapes ban
- Sainsbury's strapline falls foul of ASA after Tesco complaint
- Channel 4 'gypsier' ads banned
- Senior Account Director Source £55000 - £60000 per annum, London
- Account Director - Senior Account Director Source £55000 - £60000 per annum, London
- Project Manager Source £45000 - £55000 per annum, London
- Shopper Marketing and Sales Promotion Account Handlers Source £30000 - £45000 per annum, London
- Senior Account Manager-Advertising Source £33000 - £36000 per annum, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- Samsung strikes placement deal with The Wanted
- ITV and Channel 4 insist they will beat declining ad market
Pinterest takes big step towards working with major brands
It marks Pinterest’s first step towards associating images directly with brands and could be the beginning of a change on the social network that sees it become a marketplace as well as a site where people pin ideas of things they like or that inspire them.