It looks like L’Oréal has been slammed for making misleading mascara advertisements using Penelope Cruz. L’Oréal’s TV commercials and magazine ads claim that women could have up to 60% longer eyelashes with its Telescopic mascara. Penelope Cruz’s voice promises for:
“Lashes that could reach for the stars.”
However, a viewer suspected that Penelope Cruz was actually wearing false eyelashes to exaggerate the length of eyelid hair produced by the product. When she complained to the Advertising Standards Authority, they upheld her complaint. They found that the TV commercial misleading from accuracy and truth. During the investigation, L’Oréal admitted that the star was in fact wearing individual false eyelashes.
Following this, the ASA ordered L’Oréal to add a disclaimer to future advertisements whenever models are wearing false eyelashes. They were also ordered 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.
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