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Mascara ad starring Penelope Cruz cops lashing
Topic Started: Feb 8 2009, 12:12 PM (53 Views)
Warren
Administrator
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Mascara ad starring Penelope Cruz cops lashing

July 26, 2007 01:26pm
Article from: MX

FORGET batting your lashes - a mascara advertisement with Penelope Cruz as its leading lady has been slammed as misleading.

TV and magazine ads boasted women could have up to 60 per cent longer eyelashes using L'Oreal's Telescopic mascara.

The Volver star's voice promised: "Lashes that could reach for the stars."

But surprise, surprise it turned out Penelope's luxuriant lashes had a little help ... from falsies.

The trouble started when a sharp-eyed viewer voiced her suspicions that fake lashes had been used to exaggerate the length of lashes produced by the mascara.

She protested to Britain's Advertising Standards Authority, which upheld her complaint.

It found the TV commercial and the magazine ad failed to be accurate and true.

During the investigation, the French company admitted that the star had been wearing false lashes.

The ASA has ordered L'Oreal to add a disclaimer to future advertisements whenever models are shown wearing false lashes.

It also told the firm to make it clear that its "60 per cent" claim referred to the appearance of the lashes not to an actual extension in the length achieved by using the mascara.

L'Oreal told the ASA its product made the tips of lashes more visible, giving a lengthening effect.

"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," it said.

A signed affidavit from the star and her make-up artist supported this.

The Telescopic mascara was applied on top.
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