L'Oreal gets Dior mascara ad banned by watchdog
Christian Dior has had a press ad featuring brand ambassador Natalie Portman banned by the ad watchdog, following a complaint from rival L'Oreal that the image misleadingly exaggerated the effects of Dior's mascara.
Dior: press ad featuring Natalie Portman is banned by the ASA
The ad shows a close-up of Portman’s face and the headline: "Dior show new look".
The ad was accompanied by the line: "Last-multiplying effect volume and care mascara. The miracle of nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash."
Dior made it clear to the Advertising Standards Authority (ASA) that it had not received any complaints from consumers, which it said demonstrated the ad "did not go beyond the likely consumer expectations".
Dior admitted that the ad, which had originally been created to advertise a lipstick, had been digitally enhanced in the post-production process to "tidy up" Portman’s eyelashes, replacing damaged lashes as well stylistically separating and extending them.
The brand did, however, provide consumer research that supported the ad's claims about the mascara, and stressed that Portman was not wearing false lashes, nor were false lashes added in the post-production process.
The ASA banned the ad because there was not "sufficient evidence" to show that the post-production retouching on Portman’s lashes did not exaggerate the likely effects of the product.
In February a L’Oreal anti-wrinkle cream ad featuring actress Rachel Weisz was banned following a complaint from Jo Swinson MP that it "misrepresented the results that the product could achieve".Follow @loullamae_es
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
Integrated digital marketing offers huge opportunities to engage, servic...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...
A recent Brand Republic survey revealed that 78% of respondents felt und...