By Kadia Blagrove , FashionnStyle Reporter | Oct 25, 2012 07:39 PM EDT
L'Oreal is calling out Christian Dior for false advertisement after the fashion brand unveiled its mascara ad featuring actress Natalie Portman. According to the beauty brand, Dior's ad is "misleadingly exaggerated the likely effects of the product."
The ad featuring the award-winning actress and her thick,full, and fluttery eyelashes have been banned in England. L'Oreal complained to Britain's Advertising Standards Authority, the go-to agency for advertising regulations against misleading, harmful, or offensive content.
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DiorShow New Look mascara claims the product will give natural lashes a lush and voluminous effect. While many mascara brands, including L'Oreal, promise the same results, for some reason this ad was deemed more outrageous than the others.
Dior defends its ad by stating that it hadn't received any consumer complaints. The Advertising Standard Authority ruled that Dior's ad went beyond the "likely consumer expectations of what was achievable with the product." The fashion brand argued that the use of massive long lashes served as "aspiration." In fact, Dior admitted to the Advertising Standards Authority that Portman's natural lashes were digitally altered to make them look more appealing.
The authority claimed that it initially considered that Dior's ad "would be understood to mean that the mascara could lengthen the lashes, as well as separate them, increase their thickness and volume, and generally enhance lash appearance." But in the end, L'Oreal's argument won.
Dior's current ad must not be shown until it looks more realistic. Yahoo! reports, the authority also banned other "misleading" cosmetic advertisements which featured stars like Julia Roberts and Christy Turlington.
It seems a bit ironic that L'Oreal would call out Dior for "exaggerated ads" when it, along with many other beauty brand, feature unachievable results.
Take a look at L'Oreal's Voluminous Million Lashes mascara ad featuring actress Eva Longoria. Is this any different from Dior's Natalie Portman ad?
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