Natalie Portman - Natalie Portman Dior Ad Pulled For False Advertising24 October 2012
Natalie Portman Dior Ad Pulled For False Advertising
A Natalie Portman Christian Dior advert has come under fire from the Advertising Standards Authority, causing the promotional clip to be pulled. The advert featured the actress with heavily made-up eyes staring into a camera, with the advert claiming "Lash-multiplying effect volume and care mascara”, adding "The miracle of a nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash."
However, rival cosmetics company L’Oreal has pointed out that Dior have exaggerated the effect of the mascara, a complaint that’s now been upheld by the ASA after the makers of the mascara admitted that they’d digitally retouched parts of the advert to enhance the effect on Portman.
“Because we considered that we had not seen sufficient evidence to show that the post-production retouching on Natalie Portman's lashes in the ad did not exaggerate the likely effects of the product, we concluded the ad was likely to mislead,” the ASA said. According to The Metro, Dior attempted to defend their actions, stating that the changes had been made in order to “increase the length and curve of a number of lashes' as some had been 'missing or damaged.” They also claimed that they hadn’t received any complaints from customers disappointed at the actual effect of the make-up.