The above Dior ad, featuring actress Natalie Portman looking stunning with a great complexion, lovely manicure and fantastic makeup (which, of course, is what’s being advertised). So why has it been banned in the U.K.?
As beautiful as the picture seems, it’s been banned for exactly that: misleading customers into believing they’ll achieve unrealistic results if they use Dior’s mascara. Apparently, L’Oreal complained that the ad was too retouched and didn’t portray what the actual results of the mascara were on non-edited lashes. Dior admits that retouching was used to “separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes, for a more stylised, uniform and tidy effect,” but in all honesty: what makeup brand doesn’t use some form of retouching? Even my personal favorite makeup brand advertisement-wise, Clinique, uses editing to make their makeup products pop in ads.
That said, I think almost all retouching should be toned down. In general, it looks silly; after all, nobody actually looks that way, so why bother pretending? No makeup will make you look absolutely “flawless,” as they often promise, so why not simply make people in ads look realistically pretty? If it were widespread, this would be a wonderful solution. However, I strongly doubt the makeup industry (and it’s fashion and entertainment companions) will collectively decide to do so, so I think attempting get companies to at least tone it down a bit is an adequate response. While consumers can often be trusted to not buy into ridiculous claims, it’s still not really ethical to misrepresent your products.
Lovelies, what do you think of the ban on this Dior ad?