Could the days of excessive airbrushing in beauty ads be coming to an end, all because of Taylor Swift? Here’s the skinny: Business Insider reveals The National Advertising Division (NAD) (which is part of the Council of Better Business, a watchdog group who imposes self-regulation on the advertising industry) has taken a stand against Covergirl’s ad for their NatureLuxe Mousse Mascara. As there is nothing natural about Taylor Swift’s appearance in the ad. While the mascara promises “2X more volume,” it looks like Swift’s voluminous lashes are the work of computer magic.
NAD’s report concludes:
…NAD was particularly troubled by the photograph of the model [Swift] – which serves clearly to demonstrate (i.e., let consumers see for themselves) the length and volume they can achieve when they apply the advertised mascara to their eyelashes. This picture is accompanied by a disclosure that the model’s eyelashes had been enhanced post production.
In response to this report, Procter & Gamble has vowed never to run the ad again and the product is noticeably missing from their website.
For years there have been outcries in the blogsphere over the increasingly perfect and obviously fake visages in beauty and fashion advertisements. Over the summer, the U.K. made a similar ruling against heavily photoshopped ads featuring Julia Roberts and Christy Turlington, who serve as spokeswomen for beauty brand giants L’Oreal/Lancome and Maybelline, respectively.
So will we be seeing the unedited versions of beauty ads from now on? Not likely but, they may come with a warning. Since 2009, French politicians have been trying to pass a law that would require digitally manipulated ads to come with a disclaimer. Possibly something like, ‘Don’t Worry She Doesn’t Really Look Like This.”