Dior’s recent mascara ad featuring superstar Natalie Portman got banned by the ASA (Advertising Standards Authority) after being deemed to contain too much retouching and transmit a deceiving message.
It is believed that their rival, L’oreal filled a complain accusing the brand of using too much photoshop to elongate and enhance the actress’ natural eyelashes conveying a false message of the product to the consumers.
The development of technology benefits the majority, including large brands, as it gives them the ability to magnify their qualities and conceal their flaws. That is particularly obvious in ads for beauty products.
Sadly, not everyone is aware that what is on a picture might not necessarily be real which causes them to have unrealistic expectations and goals. Such actions might have really negative impacts on people with low self esteem and make them feel like they got “tricked” into buying something.
Thankfully, organizations like the ASA are there to provide the public with verification that the ads that are circulating are accurate. However, hundreds of ads are being produced everyday so there is only so much they can keep track off.
The message to be aware of is that companies are using technologies to enhance their products and to be skeptic, because after all you are spending your hard working money on it so do research on it before hand and read reviews so you do not end up with the disappointing feeling of regret, like I am sure a lot of people did experience after purchasing Dior’s mascara and were expecting luscious, long lashes and all they got were average ones.
Aline Siekierski (@alinesieks)