Truth in Beauty Advertising: Mascara Ads

Over the last few years major cosmetics companies have come under fire for their mascara ads. The reason: models wearing false eyelashes. This is a big deal, especially in Great Britain, who has placed companies such as L'Oreal and Rimmel under fire for such practices. Are cosmetic companies really misleading the public or does the public have unrealistic expectations concerning mascara?

Mascara Ad Controversy 2007: L'Oreal Paris "Telescopic Mascara"

Britain's advertising watchdog group, The Advertising Standards Authority, publicly criticized L'Oreal Paris for misleading advertising regarding its "Telescopic Mascara" TV ads. It came to light that the model in the ads, actress Penelope Cruz, was wearing individual false eyelashes in the TV spot.

The ASA felt that consumers would believe they could achieve the same results as Penelope on their natural lashes using "Telescopic Mascara." Also, the group did not care for L'Oreal's claim that the mascara gives the wearer 60 percent longer lashes. The product clam as the ASA saw it could lead consumers to think their lashes will actually lengthen by 60 percent when the reality is the product makes it appear as if the wearer's lash length increased by 60 percent. As a result, ASA demanded that L'Oreal in the future make it clear that the model is wearing false eyelashes.

Mascara Ad Controversy 2007: Rimmel "Magnif'eyes Mascara"

Again, the ASA stepped in to investigate whether or not a cosmetic company had its model wear false lashes in advertising mascara. This time a couple of viewers of the Rimmel TV ad sparked the investigation for "Magnif'eyes" featuring model Kate Moss. The two viewers believed the model was wearing false eyelashes. The ASA stepped in and investigated the claims against Rimmel, but found no evidence to either prove or disprove that Kate Moss was wearing false lashes in the TV and print ads. However, Rimmel did admit to enhancing the look of the model's lashes in the ads.

Rimmel was caught in the line of the ASA's fire again in 2010 when an ad for their "1-2-3 Looks Mascara" hit TV and print. The model, Georgia May Jagger (daughter of Mick Jagger and Geri Hall), wore false eyelashes in both mascara ads. Both ads were banned from British TV and printed publications in Britain, even though Rimmel did indicate that the ad was "shot with lash inserts", this disclaimer still did not meet the satisfaction of the ASA.

Is Consumer Perception Off Base?

Should consumers be able to trust everything a makeup ad states? Realistically should consumers believe that mascara can make eyelashes grow 60- to 70 percent with one application? Evidently, some consumers do believe claims that say, "Get 60% longer, thicker, softer more dramatic lashes..." Some may feel that this consumer perception is off base but maybe they are not.

Consumers have grown accustomed to products living up to what they advertise. If a bottle of household cleaner says it kills up to 99 percent of bacteria, consumers expect that the product will do just that. So, the same philosophy goes into cosmetic claims.

Where Does Common Sense Fit In? (Personal Story)

Most people realize that not every person on the planet is built the same. This goes for eyelashes as well. Yet when a consumer sees a woman with eyelashes they wish they had, the consumer wants to know the product(s) used.

My personal story happened back in 2002 when a former co-worker noticed my eyelashes one day and asked me what kind of mascara did I use. I didn't think anything of it and let her know I wore Maybelline's "Full-N-Soft Mascara." It did not occur to me at the time that my co-worker noticed how long, curled and full my lashes were and thought this was all the work of some magic mascara. The truth is, I have fairly long eyelashes that are curly. The thing the mascara did do for me was make my eyelashes appear thicker than what they were.

Two days later, my co-worker was a little disappointed because she did not achieve the same results as I did and thought I was holding back. So, I took her to the ladies room and let her know at that moment I was not wearing mascara. She could not believe how long my lashes were already. Then I applied one coat of the mascara to each set of lashes. After seeing my end result, she knew I told her the truth about the mascara I used. The lesson she learned that day was that the final effect depends on the state of your natural lashes.

A Word to the Wise when it comes to Mascara Ads.

Almost all mascara ads either feature a model wearing false eyelashes or the eyelashes in the ad were digitally enhanced (magnified) to provide a detailed view of the eyelash. Some consumers can achieve the exact or almost the exact look if their natural lashes are long, curled and full enough for the mascara to make a highly visible difference. If the consumer has short, sparse eyelashes then realistically they should not expect the results depicted in the ad visual.

However, in the quest for beauty a person is hopeful that they will achieve that ideal of beauty they see advertised. If they do not achieve it, they have groups like the ASA to protect them from believing that they can. Do you believe the claims mascara ads make about their product and have you ever achieved the same results? Leave your response in the comments and share your beauty experiences with others.

SOURCES

http://www.reuters.com/article/idUSL2583702620070725

http://www.dailymail.co.uk/tvshowbiz/article-485333/Kate-Moss-mascara-ads-banned-complaints-lashes-false.html

http://www.styleite.com/beauty/rimmel-false-lashes/