Kate Moss makes it gross. The JWT team puts more than required gloss, and thus jumped the parole across.
After Penelope Cruz-L’Oreal incident last July, once again ASA (Advertising Standard Authority) found that Rimmel magazine advert featuring Kate Moss in a mascara ad is misleading, since she is wearing computer enhanced eyelashes. There are many who complained about the advert to ASA. The MagnifEyes ad also aired on British Television channels.
Kate Moss’s traffic stopping eyelashes thus was stopped by the watchdog itself.
Let’s hear what technical excuses the agency and PR guys are giving in support of the ad;
The magazine and TV ads for Rimmel said that the ‘Magnif’ eyes mascara produced 70% more lift, with a ‘unique vertical life brush’ helping wearers “get the London look.” Link
Basically a case of loud make up gone heywired.
The advertising agency behind the advert, JWT has stated that Kate Moss’s eyelashes actually were “cleaned up and enhanced” during post-production stages, after the photo shoot was over. But the agency neither provide documentary evidences nor explain the extent to which the former rehab star’s appearance had been changed.
Since it did not give any evidence to prove that false lashes were actually not used or reveal to what extent actually the appearance of Miss Moss’s eyelashes had been changed, the ASA concluded rules had been broken and straightway banned the ad.
The lash lift misled the viewers in Britain.
