Rimmel London’s Mascara Commercial with Cara Delevingne’s Pulled in the UK


LOS ANGELES - Rimmel London ad campaign starring Cara Delevingne has been pulled by after the U.K.'s Advertising Standards Authority (ASA) accused the company’s ad of false advertising.

The commercial featuring the Victoria’s Secret model promoting the new Scandaleyes Reloaded mascara, which it claims to produce "extreme volume.” After one complaint about the campaign's purported exaggeration of the product's effectiveness, the ASA claimed the ad was misleading.

Coty, Rimmel’s parent company admitted that while there was postproduction effects added to the look of the lashes, the commercial accurately represented the product. A photo of Delevingne's bare lashes were submitted to the organization by Coty which argued that they were similar, before and after the mascara was applied.

Although individual lash inserts were used to fill in gaps - which is common practice for the industry – the company said the ad was not misleading. Some lashes on Delevingne were redrawn in postproduction due to the fact they could not be seen as a result of the dark eyeshadow, Coty stated the lashes had not been lengthened or thickened.

But the ASA claimed that Delevingne's lashes looked longer in the "after" photo, thus misleading consumers.

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