For years now many critics have complained about the way women are portrayed in the media, particularly in magazines. While women are still represented in images of them that have been 'retouched' or even heavily edited, to make them slimmer, smoother, curvier, more toned and generally more attractive, the same treatment is given to eyelashes, to equal scrutiny and as a result Dior have had their 'DIORSHOW' mascara campaign banned.
The campaign was fronted by Oscar winning Black Swan actress, Natalie Portman. Her lashes appear full, long and thick- the lashes all women are after, and are accompanied by the words; "Lash-multiplying effect volume and care mascara... It delivers spectacular volume-multiplying effect, lash by lash." However, L'Oreal noticed that the photograph had been retouched to make them appear fuller, longer and thicker. They made a complaint to the Advertising Standards Agency (ASA), reports Sky News, which followed up the complaint with an investigation.
Dior admitted to altering the images, which was "primarily used to separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes". However, Dior still defended the ad, arguing that no customers have complained, and as the Independent reports, Dior considers consumers aware that the ad is "stylised" and "aspirational". Nevertheless, the ASA weren't impressed, no matter how sweetly Dior batted their eyelashes and smiled, and ruled that the advert may not be reproduced further in its current form. Other brands have had a similar treatment including Special K, American Apparel, Ryan Air and original complainant L'Oreal have all had adverts banned by ASA this year. The question remains though, if it's not okay for Dior to apply 'minor retouches' to lashes, then why are so many magazines allowed to alter images of women to an unrealistic level?