Skip Nav
Beauty Tips
The Doctor-Approved Secret to Clearing Your Hormonal Acne That Actually Works
Wedding Beauty
How to Moonlight as a Makeup Artist For Your Engagement Photos
Beauty News
This MAC Collab Is Inspired by Fine Jewelry — So You Know It's Going to Be Fancy

Beauty Byte: Rimmel Is Reamed for Its Kate Moss Ad

Ruh roh! First it was L'Oreal that got a lashing, now it's Rimmel. The British beauty company is in hot water because of its ads for Magnif'eyes. The Advertising Standards Authority criticized Rimmel for failing to prove evidence that Kate Moss was not wearing false eyelashes in the ad, saying that the visuals were misleading.

I'm curious to know what you think about this trend of calling beauty companies out on their advertising. On the one hand, I think, "Certainly people understand that ads are retouched and faked." But on the other hand, I look at videos like this and wonder if it would be better if advertising were honest about what products can and can't do. What do you think? Should beauty companies be forced to be truthful in advertisements?


lexichloe lexichloe 10 years
What do you guys think about Rimmel products, anyway? I've bought a couple of things and haven't been too pleased...What about you?
creepupmytee creepupmytee 10 years
definitely fake lashes.
snickerdoodle snickerdoodle 10 years
I think that the reasoning behind the majority of the responses here - "I know they're fake" and "I don't buy into that obviously false advertising" - is flawed, in that it disregards unconscious effects of advertising on consumers. I mean, any woman would say "Oh, of course I don't think that using this product will make me look like this model as pictured here," but I don't think that's completely true. Even when we consciously consider terms like "airbrushing" and "lighting," advertising agencies are still managing to get these idealized images of feminity and beauty into our heads. Teenagers are told to love their bodies and not consider the pictures in magazines, but how could any teenager look at these unnaturally perfect women and not want to look like them? I'm all for honesty in advertising, if that means putting a stop to constant blows on real women's self-esteem.
the-makeup-blogette the-makeup-blogette 10 years
all beauty product ads are fake wat - they create an IDEAL image of what you can do if you use their products.
bellanatella bellanatella 10 years
I definitely think they should be forced into truthful advertising.
kcboyer kcboyer 10 years
Like pretty much everyone else, I understand the advertising industry is all about making the product look its best. And, in order to do that, it's often necessary to fudge the details. I think any reasonably smart person understands that and takes all the information given in advertising with a grain of salt. The best advertising, and the best way to find good products, in my opinion is word of mouth.
veronicaraye veronicaraye 10 years
Kate looks fierce.
tati33 tati33 10 years
I agree with sunshinevaness but then I also agree with Lorelei Spirit.
tlsgirl tlsgirl 10 years
Even though I know the ads are completely fake, so I'm not really fooled by them or anything, I still think that they could at least *try* to be honest.
Lorelei-Spirit Lorelei-Spirit 10 years
Please point me to an ad that is completely truthful. If all ads showed the complete truth they would be boring and no one would buy anything. This is a non-issue IMO.
Glosslizard Glosslizard 10 years
I would love to see all the ads showing only what can really be done with the product! That said, half an hour on each eye spent by a professional makeup artist with an eye comb can also provide some pretty (realistically) unattainable results! Truth, though, I think that we'll continue to see faked and photoshopped lashes, but with a disclaimer ("False eyelashes MAY have been used on model") at the bottom of the ad in microscopic print! Alas, it's the nature of the beast.
aimeeb aimeeb 10 years
Almost, wait all beauty commercials especially the mascara ones are false. I mean c'mon between false lashes and technology I don't think any % of the ad is actually truthful.
Lovely_1 Lovely_1 10 years
Those are definatly fake! And I hate that mascara, it clumps after like 1 month of use!
DCStar DCStar 10 years
ABSOLUTELY they should show the truth. I mean, it's already ridiculous enough to show Kate Moss, she sets the bar up high by being a top supermodel. Why should they cause us to waste our money by false advertising?
mocelebgossisme mocelebgossisme 10 years
call the suckers out....PRONTO!!! i hate false advertising!!!
sunshinevaness sunshinevaness 10 years
Ads are meant to get people tu buy products not be realistic about them. The're pretty much all lies.
terryt18 terryt18 10 years
There's no such thing as truth in advertising. Misleading ads are not limited to beauty products. People should take all ads with a grain of salt and the realization that the company is trying to sell you something, and most will do anything, show anything, promise anything to make the sale. Then they place a small disclaimer that covers their asses.
stormynite03 stormynite03 10 years
they should defnitely be honest! I wouldn't want to buy a car that says its as fast as a porsche but really slow as a why should they be allowed to tote "miracle" mascara that does NOTHING special? Maybe if they are held accountable they may actually invent something that DOES do what it promises
controlledspin controlledspin 10 years
I have to say that I saw the Jessica Alba commercial for - I think - Revlon, and her eyelashes were horribly fake. You could really tell, and I wondered if Revlon was actually being sued, because it was terribly misleading. BUT then on the other hand, I think all women know how fake it is.
Amanda-La Amanda-La 10 years
Well yeah they do it but I wouldn't buy it if it showed someone with short lashes. I mean c'mon we all want that fantasy of beauty. I don't mind it everyone knows they're fake but I trust the rimmel brand so I know I'll like the mascara regardless.
desodaro desodaro 10 years
So are they going to go after ever mascara maker? I know L'Oreal got in trouble, and now Rimmel...but they all do it.
demonkitty18 demonkitty18 10 years
I think most beauty ads are lies anyway so I always check online reviews before I buy a product.
nigerienne nigerienne 10 years
No airbrushing beauty ads
pinkcocoa pinkcocoa 10 years
Everything about the beauty/fashion/advertising and entertainment industries is fake. If you saw what 80% of these people looked like without all the makeup, false lashes, lighting, photoshopping, one would care enough to buy the product. It's 100% false advertising, yes it is wrong, but what can you do about it? With mascara, I mean seriously, how can you convince people that the same product that has been made by every makeup company over and over and over again is any different or actually works any better? It's just nonsense, especially that the whole world at this point, buys into the lies and the world is run by lies. I mean, we sit around and admire people for their looks when most of them aren't all that special.
JessNess JessNess 10 years
Like Sticky I rather read reviews than believe commercials I still cant believe that people actually are not realizing that companies use fake lashes and eyeliner to make lashes look bigger and thicker. To me its like DUH!!!! Everything in advertising is about faking it and making everything look great and get buyers
Celebrity Wedding Pictures
Kate Moss and Naomi Campbell at Burberry Show September 2017
Charlotte of Monaco Style
Kate Moss's Best Fashion Moments
From Our Partners
Latest Beauty
All the Latest From Ryan Reynolds