Skip Nav
Street Style
Revamp Your Look For 2018 — With the Wardrobe You Already Have
Award Season
21 Stylish Moments From the 2017 SAG Awards to Look Back On
Louis Vuitton
Kate and Naomi Remind Us Who's Boss as They Close the Louis Vuitton Menswear Show

Natalie Portman Dior Mascara Ad Banned in Britain

Dior's Natalie Portman Ad Banned in Britain

Britain's Advertising Standards Authority has banned an ad for Dior's Diorshow New Look mascara after receiving a single complaint, reportedly from L'Oreal UK, that the ad exaggerated what the mascara can do.

The image, which stars Natalie Portman and was shot by Mert Alas and Marcus Piggott, was originally intended to advertise a lipstick, but Dior told the ASA that it was later changed to a mascara ad. The photo was then digitally altered to "separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes, for a more stylized, uniform and tidy effect." Dior also said Portman wasn't wearing any false lashes in the ad, and that it "did not consider that the post-production techniques went beyond the likely consumer expectations of what was achievable using the product."

Nevertheless, the ASA has ruled that the ad can no longer appear in its current form. Dior has agreed to "amend or withdraw" the ad instead of going through a formal investigation about how it altered the image.

ADVERTISEMENT

This ban comes on the heels of other beauty ads that were shut down for their altered imagery. Earlier this year, the ASA told L'Oreal to stop circulating an ad for its Revitalift Repair 10 starring Rachel Weisz because it "misleadingly exaggerated" the face cream's effects. In 2011, it banned a Lancome ad featuring Julia Roberts and a Maybelline ad starring Christy Turlington because they were "not representative of the results the products could achieve."

Note: In an interesting twist, the original stories concerning this ad on both The Daily Telegraph and Vogue UK appear to have been taken down. The biggest difference in this case and previously banned ads is that the others resulted from consumer complaints, not reports filed by competitors. Both news outlets alleged that L'Oreal complained about Dior's ad. Might that have something to do with why mum's the word now?

Dior Diorshow Pump'N'Volume Mascara Review
Bella Hadid's Dior Bag October 2017
Melania Trump Christmas Dresses 2017
Natalie Portman Presenting at the Golden Globes 2018 Video
Dior Slingbacks Trend
Bella Hadid Wearing Blazer and Biker Shorts in Paris
Melania Trump Wearing White Midi Dress
Rihanna Wearing Snake Heels
Beyonce Wearing Baggy Jeans
Natalie Portman Gives Birth to Baby Girl 2017
From Our Partners
Latest Fashion
All the Latest From Ryan Reynolds