Or, Wow, that Mascara Makes Her False Eyelashes Look Really Long
The other night, while watching some television show or another, an ad came on for a new mascara. It was obvious in close ups of the models – and even in long shots – that they were all wearing false eyelashes. I mean, no one, not even diehard Latisse devotees, have two-inch spiky eyelashes. Trickery is common in advertising. Models “cheat” shots by covering a slightly bulging thigh with a splayed hand or pressing the upper arm into the side of a breast to enhance cleavage while still maintaining a relatively natural pose. Other mascara ads showed models with false eyelashes but at least most of those were within the realm of believability. But, this particular brand was guilty of mascara false advertising …
Now a new study, reported in The Sun, says that 28 percent of cosmetics ads in magazines admit that they are artificially enhanced. (Look for the small print at the bottom of the ad to find the disclosure.) Others, perhaps as many as another 44 percent, are suspected by The Sun to be enhanced, although advertisers don’t admit it.
According to the report, 42 percent of mascara ads say the models wear false lashes. Another 58 percent fess up to digitally enhancing the models’ lashes to look longer and thicker.
Similar claims have been made for shampoo and conditioner ads in which, more often than not, models sport hair extensions.
A little fakery can be a good thing, but when the public is duped into believing a product promises to do something it doesn’t, a line is crossed and we are all harmed.
