Beauty super-brand L'Oreal has been forced to decommission TWO of its advertising campaigns by the Advertising Standards Agency following complaints from a member of parliament that they were showing "...results the product could [not] achieve" and using digital enhancement.
The adverts in question were for luxury skincare label Lancome, which features Julia Roberts, and one for Maybelline, featuring supermodel Christy Turlington and have been said to breach advertising code by "misleading and exaggerating". The amazing thing is, L'Oreal have actually ADMITTED that post-production retouching had occurred on both adverts, but claim that they still represent achievable results from their products. We didn't realise L'Oreal had acquired the majority share of Adobe, too...!
All we know is, here at BDT, whilst we love beauty products, we're sick of being promised results by an airbrushed celeb and being roundly disappointed with what we actually get. It's estimated that the global beauty industry is worth about £6.2 billion a year with the average UK woman spending £185,528 on beauty products in their lifetime. We can't help but wonder how much of this is money for old rope, and think that maybe we should all just invest in a copy of Photoshop and an evening course on photo-retouching!
What do you think? We all know that the cosmetics and fashion industry are famous for promoting unachievable standards of 'beauty', but could this backlash be the beginning of the end, and a move to something more natural, and ultimately, honest?
More to follow in the August edition of Brew Drinking Thinkings.