The L’Oreal ad featuring Penelope Cruz stated that women could have up to 60 percent longer eyelashes with its Telescopic mascara and showed her applying the mascara to some gorgeous lashes. Fake lashes, that is. Sure, anyone can get that look if they apply fake lashes. Anything to make money!
One viewer complained to the Advertising Standards Authority. They have since ordered L’Oréal to add a disclaimer to future adverts whenever models are shown wearing false lashes and also told the firm to make it clear that its “60 per cent” claim referred to the appearance of the lashes – not to an actual extension in the length that could be achieved by using the mascara.
L’Oréal say’s: “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.”
A signed affidavit from the star and her make-up artist supported this.
The Telescopic mascara was applied on top.
In its ruling, the ASA said it was concerned that the adverts failed to make it clear that lashes would “appear” up to 60 per cent longer.
It added: “We concluded that, in the absence of a disclaimer stating that Penelope Cruz was wearing some individual false lashes added to her natural lashes, and because the ad did not make clear that the claim referred to an increase in the ‘appearance’ of lash length, the ads could mislead.”