Due to an eagle-eyed couch potato in the UK, L'Oreal is under fire for having misleading ads. A commercial for Telescopic mascara features Penelope Cruz looking long-lashed and lovely. It also promised that women could have "up to 60 percent longer eyelashes" with the mascara.
The problem? As the TV viewer suspected, Cruz was wearing false lashes in the commercial! She complained to the Advertising Standards Authority, which deemed the ads misleading. According to the Daily Mail:
L'Oréal told the ASA its product made the tips of lashes more visible, giving a lengthening effect.
It said: "Penelope Cruz was wearing a few individual false lashes inserted into her natural lashes to fill in the gaps in her natural lashes for a consistent standard of lashes."
Furthermore, the Beeb reports that L'Oreal said it was "common industry practice" to use artificial lashes.
Are you surprised? I'm not. To find out why, read more
Advertisements use vague promises all the time. Phrases such as, "Use our product and see up to 60% longer lashes" means that, well, you could see 60% longer lashes—or you could see 1% longer lashes, too.
Or when you see a celebrity gushing about the latest haircolor-in-a-box, it's not as straightforward as it seems. (Do you really think Sarah Jessica colors her hair at home?) While the celebrity legally has to have that haircolor in the commercial, it was probably applied by a professional stylist, and he or she probably used more than just one color, and there were likely deep-conditioning treatments involved as well. So it's all within regulations—but you're unlikely to get the same results at home.
In the case of Cruz, L'Oreal tried to prove its innocence by pointing out that Telescopic mascara was indeed applied over the lashes, but the ASA said "no dice." From here on out, L'Oreal has to add a disclaimer to ads whenever models are shown wearing false lashes.