Complaint by L’Oreal instigated the banRival cosmetic giant L’Oreal complained to the Advertising Standards Authority of Great Britain about the misleading points that were presented in the Dior ad, which L’Oreal finds unfit to be seen by UK consumers. UK Advertising Standards Authority is the prime body that that regulates marketing and advertising in all UK-based media. It is also responsible for meting out sanctions and penalties on ads that are found to be misleading or offensive.False portrayal of mascara benefits in Dior AdThe advertisement of Christian Dior presented the New Look mascara as having a thickening effect on the lashes of Natalie Portman. The actress was shown as having thick, long, and luscious eyelashes. The ad claimed that this was delivered by the Dior mascara, which was specifically made to produce volume-increase effect on the user’s eye lashes. L-Oreal Cosmetics strongly voiced out its belief that the ad falsely exaggerated the effects of the Dior product, specifically its eye lash thickening capability. Such a belief was agreed upon by the British ad authority, with their announcements on the issue posted at its official website.
No Complaints from ConsumersChristian Dior retorted that it has yet to receive a single complaint from users. According to the top fashion and makeup brand, this only means that the advertisement was true to its message. It said that the Dior advertisement only provided information that’s within the expectation of consumers of what the product can achieve. However, Dior admitted to the ad authority group that the natural lashes of Natalie Portman were retouched via computer in order to enhance their curve and length.Whichever cosmetic company might be correct in this Dior Mascara ad issue, it’s good to know that people and companies are unafraid to call each other’s attention for any misleading ad claims since it ultimately works well to the full benefit of the consumer.Image Source: DigitalSpy
