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Coty Rimmel mascara – exaggerated effects for the product?

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Posted 20 April 2017

A TV ad in the UK for a Rimmel mascara, stated, “Rimmel introduces Cara Delevingne for new Scandaleyes Reloaded mascara. Dangerously bold lashes. New max-density brush for clump free lashes. Extreme volume … Extreme wear.” The ad also included several images of the product being applied to eye lashes and a model wearing the mascara.

A complainant challenged whether the ad misleadingly exaggerated the likely effects of the product.

The UK ASA concluded that “[B]ecause the ad conveyed a volumising, lengthening and thickening effect of the product we considered the use of lash inserts and the post-production technique were likely to exaggerate the effect beyond what could be achieved by the product among consumers.”

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