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False Eyelashes and False Ads

Do you believe what you see in an ad? I used to work in the fashion industry and I've seen, firsthand, how some ads are created. So, I wasn't surprised to see the news about companies featuring models wearing false eyelashes in mascara ads making the rounds again.

Last year the UK Advertising Standards Authority publicized a complaint against L'Oreal for this practice. It isn't unusual to use false eyelashes in mascara ads and L'Oreal was asked to provide the results of their "concept and use" survey to support their claim that their mascara would increase lash length by 60%.

The data showed that the "actual" length of the lashes was not evaluated and the 60% increase claim was based on the "perception" of eyelash length. That means that no actual measurements were taken. They also said that the false eyelashes were just used to "fill in the gaps" and their mascara was used over the model?s real and false eyelashes. They asserted that their mascara would offer the "perception of increased length" whether it's used on real or false eyelashes.

Are you buying a "perception" when you buy cosmetics? Should these ads have a disclaimer telling the customer that false eyelashes were used? What do you think? Sources:
BBC UK News "Watchdog raps Cruz mascara advert"
BBC Article
Reuters UK News "Rimmel criticized for Kate Moss mascara ads"
Reuters Article
Advertising Standards Authority (search mascara)
Ad Standards Authority

Comments

Donna Wrote: I absolutely agree this is a deceptive practice and that a disclaimer should be placed on-screen... In big enough print to actually read!

Kyla Wrote: Yes they should! (have a disclaimer) for me-it was pretty obvious that mascara advertisments use false lashes on their models, but young girls may not know this and feel the need to severley lengthen/thicken/darken their eyelahes based off of a false advertisement

Barbara Wrote: I am so glad you're sharing this! The tricks used by the industry fool too many consumers!

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