Kate Moss apparently can't be trusted to make a product pass for authentic. Or at least this is what everybody back in the U.K. believes about a mascara ad Kate did for Rimmel, and which - instead of making people gaze in awe at the supermodel's "traffic stopping" eyelashes - was effectively banned after several people filed complaints that the supermodel's lashes were in fact false.
Sienna Miller really must be laughing right now - as Kate, it seems, is either losing her touch or overdoing the "sophisticated yet wearing lots of make up" cliché. The fact is, the magazine and TV advertisements for Rimmel claimed that the Magnif'eyes mascara produced 70 per cent more lift, with a "unique vertical life brush" that allowed those who wore it to "get the London look".
Moss features in both the magazine ad and the TV commercial - but some viewers reportedly complained that they did not buy that Moss' eyelashes were authentic and that the ads exaggerated the effect of the mascara. Britain's cosmetic industry watchdog (which is called the Advertising Standards Authority) proceeded to investigate the complaints and also challenged Rimmel itself, asking the cosmetics giant to effectively back up their claim that the mascara provided 70 per cent more lift.
In its turn, Rimmel said it had "developed existing brush technology by creating a mascara brush that provided greater lash lift" and also stated it had tested the claim of 70 per cent more lash lift on ten female panellists. The company then proceeded to set up a live test of their product, by providing a table and a sample before and after shot, claiming the results showed the average increase in lash lift from roof to tip was 74.7 per cent.
The Broadcast Advertising Clearance Center then came forward to say that they were "satisfied that the demonstration sequences were an accurate reflection of the capabilities of the product" and supported the claims made in the TV ad.
"However, we told Rimmel not to repeat the ad in its present form. We advised them to include a disclaimer in future ads where post production techniques had been used to increase the effects of a product, or where false lashes had been used", said a representative for the Advertising Standards Authority.
Find us on Google+
