Covergirl ad banned by U.S. watchdog in first major step to restrict “misleading” use of Photoshop in beauty campaigns
The National Advertising Division is taking further steps to restrict the use of misleading image manipulation in cosmetic ads.
In a landmark move, the industry watchdog has decided to ban an ad by Covergirl for their NatureLuxe Mousse Mascara.
The ad claimed that the mascara could deliver “2x more volume” but in small print at the bottom of the ad it disclosed that the model”s lashes had been enhanced by Photoshop.
False claims: CoverGirl was forced to pull a mascara ad after admitting the model”s eyelashes were digitally retouched to help sell the product
NAD director Andrea Levine told Business Insider: “You can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then – in the mice type – have a disclosure that says “okay, not really.”"
The move is significant because it sets a precedent for other cosmetic companies who will not want to risk challenging the influential Federal Trade Commission.
However, this is not the first time beauty companies have been in trouble for excessive use of Photoshop.
Banned: The UK advertising industry watchdog was concerned that Julia Roberts” skin was excessively Photoshopped in an ad for Lancome
In June, the UK”s Advertising Standards Authority pulled an ad featuring Julia Roberts for Lancome, which is owned by L”Oreal, stating: “the ad must not appear in its current form again” because it was “misleading”.
A similar ad featuring Christy Turlington for Maybelline (also owned by L”Oreal), also came under fire.
Savvier make-up companies have been bucking the trend by not using ANY airbrushing in their images.
French beauty brand Make Up For Ever featured a series of naturally-flawless models in an U.S. ad campaign in March this year.
Naturally flawless: The French beauty brand Make Up For Ever was the first to use completely unretouched images in its U.S. advertising campaign
The stylish images showed models, including a dead ringer for Blake Lively, taking pictures of themselves because they are seemingly so enrapt by their unprocessed allure.
Gilles Kortzagadarian, General Manager of Make Up For Ever North America, said “Our objective for this campaign is to reach consumers who have not tried the product range and prove that it truly creates a complexion so flawless, there’s no need for retouching.”
After all, if the make-up does the job in the first place it shouldn”t need Photoshopping in post-production.