Julia Roberts Is Too Airbrushed For The U.K.

July 25th, 2011 by Oscar Farber

Breaking News: Julia Roberts and model Christy Turlingtonboth women in their 40sare not the dewy, fresh-faced nymphs these ads for Maybelline and Lancome would have you believe. In fact, these airbrushed within-an-inch-of-their-lives ads have gotten both cosmetics companies in trouble with the United Kingdoms Advertising Standards Authority, which regulates truth in advertising. Though Maybellines Christy Turlington ad features tiny print at the bottom which clarifies that the image offers an illustrated effect of how its product works, that wasnt enough for the ASA. Ditto regarding Lancomes ad, which the ASA claims did not accurately illustrate what effect the product could achieve. Further, the ASA couldnt conclusively determine whether digital retouching had been used to alter the image.

By now, consumers are savvy enough to know that the smooth, unlined faces they see in advertisements have probably been digitally altered in some way. Brands are selling not simply a product, but the aspirational fantasy of their product. But when it comes to makeup and cosmetics products that promise particular anti-aging benefits, it seems especially irresponsible to go over-the-top with airbrushing. Even the best designed, most well-tested product cant compete with a digitally manipulated photo.

LOreal, the parent company of Maybelline, claims that its Christy Turlington ad had been digitally re-touched to lighten the skin, clean up makeup, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows but was otherwise truthful. Doesnt sound like a lot of truth in that. As punishment for its lack of honesty, both its ad and Lancomes have been pulled.

Sadly, theres no similar advertising watchdog agency in the U.S., to cast a critical eye when advertisers lie.

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