Could Truth in Advertising Be the Next Big Thing?

March 11, 2010

While watching Top Model last night, I was surprised to see this text flash on the bottom third of a Cover Girl mascara commercial:

Lash inserts used prior to application to add fullness but not length.

You could have knocked me over with a feather! That's the kind of full disclosure that some people are calling for, especially in the UK. But it hasn't been required of cosmetics companies yet — which is why it's pleasing to see this kind of straightforward initiative. What do you think?

14 Comments

3 years 7 weeks

I agree with ETayor - "you snooze you lose" is an apt description. Behind commercials is always some strategic psychology, like flash messages and distractions like bright yellow dresses. I also don't like it when they have 20 somethings sell wrinkle products - of course you'll totally be unable to challenge whatever that salesgirl says about the product. The only way you can really do any research is when your forced to buy the product and open the package to try it. That seems to be with everything these days. My mom is PhD nurse practitioner and was into modeling for awhile (when she went to work, her hair was always fashionable and upscale). At the same time she was modeling, she took several advanced courses in chemistry and was really into it (maybe wanted to make her own product). It was then she told me that most stuff doesn't work and you're just as well off with cheaper products. Wish I'd listened. I spend a fortune on lots of expensive stuff - most didn't work. I think disclosures are good. False advertising is just very manipulative.

GummiBears 3 years 9 weeks

It should be mandatory.

GummiBears 3 years 9 weeks

It should be mandatory.

3 years 9 weeks

This is a catch 22 because its great that they flash these messages during the commercials but its usually done very quickly and in the Cover Girl example its done while Drew Barrymore is wearing a bright yellow gorgeous dress so its distracting, a "you snooze you lose" moment.

jocupcake 3 years 9 weeks

I agree that full disclosure should be necessary for cosmetic ads. As Pistil said, "you're selling mascara, not fake lashes." I also find it annoying to see 20-somethings selling wrinkle creams. WTF.

kastarte2 3 years 9 weeks

Why ad falsies at all if you have to put in a disclaimer? Let your models go natural and show us what your mascara can really do. If you have confidence in your product, you won't need falsies for length or fullness to sell it.

Talldiva45 3 years 9 weeks

It's a good thing and should have been done a long time ago for all beauty products - requirement mandatory! If companies can get away w. false advertising at all...I should be able to pay with a false dollar....only fair.

postmodernsleaze 3 years 9 weeks

I totally agree with ticamorena. Skincare is what really needs to start doing this because way too many women buy into the claims of skincare ads that simply are not true.

Dubn8tr 3 years 9 weeks

Those ads have always looked fake to me. So many celebrities wear fake lashes, that it's hard to trust them anyway. Although I will say that I love CG Super Thick Lash. I have lots of lashes as it is, but that mascara enhances them.

Dubn8tr 3 years 9 weeks

pANtanGELerA 3 years 9 weeks

I agree. So many times I've bought mascara due to the way the lashes look on the screen. Once, I actually could see the false lashes and realized, I knew I would only buy mascara due to my research. It's nice to see that they are actually putting this on the screen. =) Because of being truthful, I might only look at Covergirl and see which one I want!

ticamorena 3 years 9 weeks

I support this move, but am hardly going to get excited by Cover Girl and other cosmetic co.'s stating the obvious - that they enhance, physically, digitally or otherwise, the effect that their product is alleged to give. I just wish this could be extended to cover other beauty products (especially for skincare - cellulite creams anyone?) where you know that the results they claim are not what the average customer could ever achieve

Pistil 3 years 9 weeks

I've noticed that cover girl commercial too, and it really stood out I guess because I couldn't recall if I had ever seen that sort of 'disclaimer' before. I think truth in advertising is especially important for cosmetics... you're selling mascara, not fake eyelashes.