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Natalie Portman Mascara Ad Banned for 'Misleading' Consumers

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By Emma Koonse, Christian Post Reporter
October 24, 2012|11:33 am

An ad for mascara boasting "lusher lashes" featuring Natalie Portman has been banned this week for misleading consumers.

Christian Dior's advert for mascara displayed the Oscar Award-winning actress staring into the camera with well-defined eyelashes.

The makeup product was described as "the miracle of a nano brush for an unrivaled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash."

Rival cosmetics company L'Oreal complained that Dior's ad misleadingly exaggerated the mascara's effects, and the Advertising Standards Authority (ASA) became involved.

Dior defended their ad, but admitted that Portman's lashes had been digitally retouched after being photographed.

The Photoshop software was "primarily used to separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes," said Dior, according to Sky News.

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Moreover, the "minimal amount" of retouching was intended to increase the thickness and volume of her natural lashes, the company said.

The ASA said the Dior provided them with the original, untouched image of Portman, and it analyzed the effects of the mascara.

Following their investigation, the advertising watchdogs deemed that the Dior ad was likely to mislead consumers and that it could not appear again in its current form.

Dior is not the first company to lose adverts over ASA rulings. The U.K.'s watchdog banned L'Oreal advertisements featuring Julia Roberts and supermodel Christy Turlington for being "overly airbrushed."

L'Oreal's Lancome brand featured Roberts in an ad for their foundation product, Teint Miracle, while Turlington modeled The Eraser, an anti-aging foundation for another L'Oreal brand, Maybelline.

Similar to Dior, L'Oreal admitted using Photoshop in the advertisements, but maintained that the images "accurately illustrated" the effects of their products.

The ASA though said the images were "not representative of the results the products could achieve" and pulled the L'Oreal adverts from publication.

 

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