Rimmel denies Kate Moss wore fake lashes throughout the photo shoot.
Adverts featuring supermodel Kate Moss with computer-enhanced eyelashes broke promotion guidelines, the Showing Requirements Authority (ASA) has claimed.
The agency behind the Rimmel mascara marketing campaign denied the model wore phony eyelashes, but reported they received been digitally “cleaned up and enhanced”.
The watchdog ruled the ‘Magnif’Eyes’ mascara Television and magazine adverts broke rules by exaggerating product rewards.
Coty, which owns Rimmel, reported it would go on to comply with ASA tips.
The proving watchdog uncovered the Rimmel magazine adverts were in breach of procedures relating to truthfulness and substantiation, as well as the Tv commercials, which claimed to give wearers “70% far more lash lift”, broke guidelines for misleading showing and evidence.
We concluded the images in the eyelashes within the press and Television ads may well have exaggerated the benefits in the product
Advertising Requirements Authority
It follows a comparable ruling against L’Oreal in July when it was found to be in breach of procedures after it said actress Penelope Cruz was wearing false eyelashes in its adverts.
The promotion agency responsible for the latest Moss campaign, J Walter Thompson, denied fake lashes obtained been applied for its photo shoot but it mentioned her eyelashes received been “cleaned up and enhanced” in post-production.
However, because it did not provide evidence to prove untrue lashes were not utilized or reveal how much the look of Moss’s eyelashes received been changed, the ASA concluded policies received been broken.
The ASA stated Tv claims of increased “lash lift” also misled viewers because it referred to a change in look and not in the resulting length of eyelashes.
We recognise the ASA is now a lot more stringent in their application and.!!!. will keep on to become fully compliant with all the ASA tips
Rimmel
Rimmel told the watchdog it acquired tested the enhancement claims on a panel of 10 women and digital images showed an average boost in “lash elevate from root to tip” of 74.7%.
But the ASA banned the cosmetics business from repeating the adverts.
A disclaimer would also be required in any future adverts if a model’s physical appearance was enhanced with post-production strategies or false eyelashes, it added.
David Allan, advertising director of Coty, which owns the Rimmel brand, explained: “Coty received full approval from the Broadcast Proving Clearance Centre for the Rimmel Magnif’Eyes marketing.
“This marketing campaign ran in line with all the original planned schedule. We recognise the ASA is now extra stringent in their application and Coty will carry on to become totally compliant together with the ASA guidelines.”