We’re all painfully aware of the use of photoshop and retouching in big fashion and beauty campaigns, but now it seems that the Advertising Standards Authority might finally be launching a crackdown on unrealistic and misleading campaigns.
L’Oreal’s ‘Revitalift’, a product that claims to make skin look smoother and complexion look clearer, is currently being advertised in magazines featuring the face of British actress Rachel Weisz. “It’s not a facelift, it’s Revitalift”, says the product’s tag line. But the ASA, who have said that the advert is no longer to appear in it’s print form, seems to think differently.
The regulator said that the image of Weisz’s face had been altered in post-production and had “substantially changed her complexion to make it appear smoother and more even” and “misleadingly exaggerated the performance of the product”.
This isn’t the first time that the ASA have stepped in to rectify complaints against L’Oreal’s big-name campaigns. Last year Liberal Democrat MP Jo Swinson – who also happens to be the co-founder of the Campaign for Body Confidence – successfully campaigned that L’Oreal magazine ads had been digitally enhanced.
So what does this mean for big beauty campaigns? Are we finally starting to see a move towards the natural? After retouching and digital enhancing making the headlines on a regular basis, we wouldn’t be surprised…