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Lying L'Oreal? Cosmetics Giant Slapped on the Wrist for Misleading Ads

Lying L'Oreal? Cosmetics Giant Slapped on the Wrist for Misleading Ads

Due to an eagle-eyed couch potato in the UK, L'Oreal is under fire for having misleading ads. A commercial for Telescopic mascara features Penelope Cruz looking long-lashed and lovely. It also promised that women could have "up to 60 percent longer eyelashes" with the mascara.

The problem? As the TV viewer suspected, Cruz was wearing false lashes in the commercial! She complained to the Advertising Standards Authority, which deemed the ads misleading. According to the Daily Mail:

L'Oréal told the ASA its product made the tips of lashes more visible, giving a lengthening effect.

It said: "Penelope Cruz was wearing a few individual false lashes inserted into her natural lashes to fill in the gaps in her natural lashes for a consistent standard of lashes."

Furthermore, the Beeb reports that L'Oreal said it was "common industry practice" to use artificial lashes.

Are you surprised? I'm not. To find out why,

Advertisements use vague promises all the time. Phrases such as, "Use our product and see up to 60% longer lashes" means that, well, you could see 60% longer lashes—or you could see 1% longer lashes, too.

Or when you see a celebrity gushing about the latest haircolor-in-a-box, it's not as straightforward as it seems. (Do you really think Sarah Jessica colors her hair at home?) While the celebrity legally has to have that haircolor in the commercial, it was probably applied by a professional stylist, and he or she probably used more than just one color, and there were likely deep-conditioning treatments involved as well. So it's all within regulations—but you're unlikely to get the same results at home.

In the case of Cruz, L'Oreal tried to prove its innocence by pointing out that Telescopic mascara was indeed applied over the lashes, but the ASA said "no dice." From here on out, L'Oreal has to add a disclaimer to ads whenever models are shown wearing false lashes.


rabidmoon rabidmoon 9 years
L'Lol. And I loved the L'Oreal quote.. "Penelope Cruz was wearing a few individual false lashes inserted into her natural lashes to fill in the gaps in her natural lashes for a consistent standard of lashes." COULD YOU SAY "LASHES" JUST ONCE MORE FOR US, COULD YOU? Just love how stupid these companies really think women are....we should be enraged by this shi*e. I am, anyway.
handbagbride handbagbride 10 years
and people are surprised?
sylviamcdanyel sylviamcdanyel 10 years
I will say this for the product - it works unlike any mascara I've ever tried and I've tried them all!!
thoroughlymodern thoroughlymodern 10 years
I'm not surprised. I've always thought I'd make a great mascara model because I've got long lashes to begin with... then again, they're blond, so that may cancel out the length. BTW, could L'Oreal have used the word "lashes" ANY MORE in it's statement?! "Penelope Cruz was wearing a few individual false lashes inserted into her natural lashes to fill in the gaps in her natural lashes for a consistent standard of lashes."
PerfumeSecrets PerfumeSecrets 10 years
They all wear false lashes. You have to have long and thick lashes for it to be anywhere near that size! lol Thank God I was blessed with thick lashes. It's so obvious that she has on fakes. I do hate wasting money on a product, so maybe she has a good case for loreal.
SweetDream SweetDream 10 years
Im not at all suprised nothing is ever as good when you buy it as it is advertised
juicycouture017 juicycouture017 10 years
well this is all true, but i use L'Oreal's telescopic mascara and it's the best that's worked for me. but shame on l'oreal for false advertising.....but i never believed them anyway.
lintacious lintacious 10 years
vienvien: "For example, a coffee ad, a model should sip the advertised coffee in the commercial." you're kidding right? if anything, there's water in those cups. come one, we've known for a long time that the "big mac" shown in commercials isn't edible... by that i mean the sesame seeds are glued onto a perfectly shaped bun, the burger, pickles and tomato are rubber and there is stuff behind it to make it seem "smoking".
SarahwithanH SarahwithanH 10 years
Do any of the mascara ads now NOT use fake eye lashes? I don't think so.
nomerz nomerz 10 years
even news*
nomerz nomerz 10 years
ummmm why is this even know? It's obvious that celebs don't use the products they advertise/endorse and that mascara commercials use false eyelashes. I have NEVER seen real lashes look that perfect, and I can't believe someone bought into it.
Renees3 Renees3 10 years
Big Woop. Like anyone is surprised? Who cares? They're trying to sell a product and get a point across. I mean really do I buy foundation because I think it'll make me have movie star skin? Uh no. Get over it!
angeldevilwings angeldevilwings 10 years
Ouch! Hot water!
KarlitaBonita KarlitaBonita 10 years
that is a big duh! Who ever pays attention to makeup ads anyways.
PJ-PJ-PJ PJ-PJ-PJ 10 years
This is so ridiculous! Has anyone really ever seen a mascara ad & believed that the models were not wearing falsies? The first thing I think is, "Yeah, right. It looks that good if you wear the false eyelashes with it!" I've known this before I was even allowed to wear makeup. The person that complained to the ASA must be really unhappy with herself or really bored.
ionfash ionfash 10 years
Most mascara ads have the model wearing false eyelashes. It's obvious. Nobody's real lashes look like that.
lovekailua lovekailua 10 years
yeaaa hate loreal.
msmoney23 msmoney23 10 years
Usually I don't buy cosmetics based on the commercial. I just go to the store and buy what I think will look best on me. Although I'm happy that someone exposed all of L'oreals fake promises.
ricarocks ricarocks 10 years
i'm glad but clearly the eyelashes are fake!
machula machula 10 years
on the one hand, customers should be upset for being deceived by advertising, on the other hand, every rationally thinking person should know that commercials always exaggerate and they are to be taken with a grain of salt
queencessjosie queencessjosie 10 years
I really do not care whether or not they use false lashes in ads. There is no way to know the effectiveness of a product without using it yourself. Anyone who actually wears makeup or even doesnt, should by now know that ads are enhanced digitally, or that extra product is applied (eg: false lashes). People have too much free time.
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