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Corporate Feb 1, 2012

It’s not a facelift, it’s Photoshop by L’Oreal

By Anant Rangaswami

An advertisement for L'Oral's anti-wrinkle cream featuring Oscar-winning actor Rachel Weisz has been pulled by UK advertising watchdog Advertising Standards Authority for misleading consumers as the image of Weisz had been altered in post-production, "Skin looks smoother, complexion looks more even," says the headline "It's not a facelift, it's Revitalift."

However, Weisz's stunning looks were not caused by the use of the L'Oreal product, but by skilled use of post-production techniques.

The ad in trouble. Image courtesy L'Oral

The ASA ruled that post-production and had "substantially changed her complexion to make it appear smoother and more even" and "misleadingly exaggerated the performance of the product" and asked L'Oreal to withdraw the ad.

This is not the first time that L'Oreal has been rapped on the knuckles for a similar infringement. In July 2011, L'Oreal was asked to withdraw an ad for Lancome featuring Julia Roberts for the same reasons.

In a category such as cosmetics, the danger of consumers believing that the photoshopped image that they see in the ad is what the usage of the cosmetic will lead to is what the ASA has ruled in guarding against.

by Anant Rangaswami

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