A new Rimmel mascara ad has Brit officials calling foul.
In the controversial spot, Georgia May Jagger -- the daughter of rockstar-meets-model parents Mick Jagger and Jerry Hall -- is shown in three overlapping shots that seemingly show off the ability of Rimmel's 1-2-3 Looks Mascara to give you three uniquely different lash looks.
Yet, the tiny print at the bottom says, "shot with lash inserts," or code word for fake lashes. The British Advertising Standards Authority (ASA), however, doesn't think the disclaimer is sufficient, and has yanked the commercial, and also banned the print ad from running in magazines.
"Because we considered that the use of different length lash inserts applied to the eyelash area was likely to distort the visual representation of the effect achievable from the use of the product alone, we concluded the images in the ad were misleading," stated the ASA.
Yet, Coty UK -- parent company to Rimmel -- claims that the use of false lashes was not intended to fool the public, but rather accentuate the difference in lash looks you'd see in person, in a way that you could detect on camera.
"[The images] were an accurate representation of the three differing lash looks that could be achieved by using the product. The different length lash inserts were not intended to mislead consumers about the products' achievable effects, but made the effects recognizable for the camera in a close-up professional and highly stylized photo shoot," responded Coty UK.
This isn't the first time Rimmel's mascara ads have landed in trouble with the ASA.
Back in 2007, a Magnif'Eyes mascara campaign featuring Kate Moss came under fire for the model's plushly exaggerated flutter of lashes. Rimmel denied the use of false lashes, but did admit to digitally altering Moss's lash line.
The consumer watchdog ASA has been known to test claims made in beauty advertisements to make sure they are in compliance with regulations, and has also handed similar verdicts to brands like L'Oréal in the past for the use of false lashes in ads featuring Penelope Cruz.
Tell us, what do you think of the mascara police? Do they have too much time on their hands, or are they keeping the beauty world honest?
And speaking of keeping brands honest, check out...
And speaking of keeping brands honest, check out...
Sometimes the process of laying down a primer, foundation, concealer, and powder is just more fuss than I want to deal with.
On those easy, slept-in weekend mornings, I just want to put up a pony and go. And I know for many busy women and moms on the run, that's the game plan for every day.
Yet, I often find myself hoping I don't bump into someone I know, because I do like looking more polished. I admit to ducking behind a grocery aisle or continuing to jog straight past a friend when I didn't have time -- or the inclination -- to blend enough concealer onto dark circles or an angry red zit.
The $48 product contains herbal extracts of saw palmetto and passion fruit that hydrate skin, while vitamin K, vitamin A, and co-enzyme Q10 provide moisturizing and anti-aging benefits via tiny encapsulated beads.
With a UVA/UVB protection of SPF 20 delivered through titanium dioxide, the blend also contains the anti-inflammatory plant extract ecophysalis, which protects skin from free radicals and calms agitated areas.
The formula is oil-free and also void of controversial fillers like parabens, dyes, talc, synthetic fragrances, and petrochemicals. The company touts the cream as an "all-natural" product, a claim they're able to make despite silicone ingredients because they're naturally derived from sand.
The shade range currently includes colorless, light, medium, and tan -- with two deeper shades anticipated soon. I chose tan for my olive-toned skin, despite hesitance at the slightly pink undertone a test dot left on the back of my hand. Pink undertones can scream, "Hi, I'm wearing makeup!" when applied to darker skin tones that are yellow based.
Yet, the experience of applying the transformer was super enjoyable; it spreads as lightly as a primer and truly feels weightless on top of the skin. It felt like I had just applied a primer, not a makeup product. The color also doesn't seem to rub off like makeup does -- a bonus for any woman wearing light-colored clothing or a turtleneck, or snuggling up to a partner or baby.
Color coverage is provided by a touch of mica and other natural-color minerals in a light-reflecting formulation that surprisingly goes on with a matte finish. Mica usually has me and my big pores running the other way in fear of looking like an unleashed grease ball, but this product does truly dry to a matte finish -- and surprise, surprise, the pores and redness around my nose really did look minimized!
