Britain decided to ban a Natalie Portman Dior ad for excessive use of airbrushing that regulators say it would mislead buyers.
Although it was rival company L’Oreal UK that alerted Britain’s Advertising Standards Authority that the Natalie Portman Dior mascara ad is misleading, it’s a good thing someone is taking action against this kind of marketing techniques. In the United States, as we recently learned from Leonardo DiCaprio’s girlfriend, airbrushing models is all about selling a story.
The new Dior Show New Look mascara ad features Natalie Portman donning lush, long, think lashes. The kind anybody hopes a simple tube of mascara would deliver. Unfortunately, that’s not the case, although the marketing campaign behind the mascara claims so.
According to the ad, the new Dior mascara will create a volume-multiplying effect lash by lash. “Lash-multiplying effect volume and care mascara. The miracle of a nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash” reads the Dior mascara ad featuring Natalie Portman.
L’Oreal UK immediately blamed Dior for using misleading and exaggerated claims to push the new product. As it turned out, the image used by Dior was originally meant to promote lipstick, but the marketing team thought it would work better for mascara, with a bit of Photoshop airbrushing that is.
Britain’s Advertising Standards Authority concluded that the airbrushing was conducted exactly on the area that is “directly relevant to the apparent performance of the mascara product being advertised”: the eyelashes. The ad watchdog agency eventually decided to ban the Natalie Portman Dior mascara ad for being misleading.
But Dior has a different take on things, saying the “digital retouching was nearly exclusively in relation to her [Natalie Portman’s] upper lashes”. The company added that the airbrushing “was primarily 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 stylized, uniform and tidy effect”. The company also explained it used “a minimal amount of retouching” to fix the increasing “thickness and volume of a number of her natural lashes”.