Misleading Natalie Portman Dior ‘miracle’ mascara advert is banned

Cosmetic rival L’Oreal said Dior’s product has exaggerated effects, which prompted ASA investigation...

09:05 25 October 2012

Natalie Portman’s advert for Dior miracle mascara has been banned, as it was “likely to mislead customers” according to reports.

 

A magazine’s ‘Dior Show New Look’ ad showed Portman accompanied by text that stated: “Lash-multiplying effect volume and care mascara. The miracle of a nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash.”

 

L’Oreal, Dior’s cosmetic rival, challenged the ad and complained to authorities that it misleadingly exaggerated the likely effects of the product. This has prompted an Advertising Standards Authority (ASA) investigation. 

 

Dior on the other hand, said that they did not receive any complaints from customers and that the ad was “stylized” and “aspirational” as reported by The Independent.

 

However, they admitted that Portman’s eyelashes were digitally retouched using Photoshop to “separate and increase the length and curve of a number of her lashes and to replace a number of missing or damaged lashes”.

 

The ASA ruled that there wasn’t enough sufficient evidence to show Photoshop retouching had exaggerated the effects of the mascara, but concluded that the ad is more likely to mislead customers.

 

As mentioned in the same report by The Independent, it “noted Dior's view that the ad's text did not contain any claims regarding the lengthening of lashes,” said Dior.

 

“We considered that the ad's claims particularly in conjunction with the image of Portman's eyelashes, would be understood to mean that the mascara could lengthen the lashes, as well as separate them, increase their thickness and volume, and generally enhance lash appearance.”

 

It is understood that the advert must not be shown again in its current form.