The Advertising Standards Authority ordered for it to be taken off air.
We’ve all seen the gorge Cara Delevingne modelling the latest Rimmel cosmetics, and her sultry voice is perfect for the brand’s slogan ‘Get the London look’.
But the brand has recently come under fire, as the Advertising Standards Authority deemed its latest mascara ad to be misleading to customers.
The ASA has ordered that the ad for Scandaleyes Reloaded mascara be taken off air immediately.
The advertisement promises a “New max-density brush for clump free lashes. Extreme volume… Extreme wear.”
A member of the public accused Rimmel of exaggerating the effects of the product on screen, and its makers, Coty UK, initially denied the claim, saying Ms Delevingne’s lashes were naturally full and long.
However, Coty later admitted that false eyelashes had been used to ‘fill in the gaps’ in Cara’s lashline, and that computer technology had been used to ‘redraw’ some lashes afterwards.
In a statement, the ASA said, “Because the ad conveyed a volumising, lengthening and thickening effect of the product we considered the use of lash inserts and the post-production technique were likely to exaggerate the effect beyond what could be achieved by the product among consumers.
“We therefore concluded the ad was misleading.”
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