**I made this blog post on my old blog (amyinellay.blogspot.com) back about a year ago. But I wanted to post on here for all of you to see again. Because I feel it's an issue worth repeating. **
I recently got posed a question that was suggested I turn it into a blog post. The question was
"Are the lashes in Cosmetic Mascara Ads real or fake? How can they get away with that sort of advertising?"
Many of you have seen this and know what I am talking about. See below for the following images:
|Maybelline Volume Express The Falsies Mascara|
|Penelope Cruz Advertisement for L'Oreal Paris Telescopic mascara|
|Eva Longoria for L'Oreal Volume Millions De Cils|
|M.A.C Plush Lash Mascara|
How many of you have bought mascara because it promised that you could get lashes like these models/celebrities? Maybe that wasn't your ONLY reason you bought it, but most of the time the advertisements have a lot to do with your decision. You want a black, lengthening, voluminizing, water proof mascara and you think " well I love M.A.C products and the artists in the store look amazing all the time, if I buy this mascara, I can look like them too."
Or something along those lines. I bet none of you truly believe everything you hear, right? (If you do, let's chat about the word "naïve" and it's meaning later, just you and me ok?)
But how can they get away with this blatant false advertising? In every one of these ads, you can tell the model is wearing false lashes. Who on earth has 1.5" long and perfectly curled upward lashes? (I've met a few girls actually who have. But they are rare. Also weird, I have met SO many men who have infinitely longer and more curled lashes than most women. It's so not fair!) The companies can get away with this by just instructing the MUA (makeup artist) to use a small amount of the actual product, and then they can use whatever they feel like to get the look the client wants. So they can just do one coat of The Falsies mascara on the model, and then use their Diorshow, Lancome Hypnose, or whatever expensive mascara they have to finish the eyelashes. Then the add either individual or strip false lashes as close to the waterline as possible so as to insinuate that the mascara created that look.
So TECHNICALLY, yes, the advertised product was used. But most of us know that isn't what created that look. Fake lashes did.
Now many of these cosmetic companies have gotten into trouble. According to the Daily Mail (UK) dated June 1st of 2011:
The print commercial for LashBlast Volume promises a false lash effect. However a small print disclaimer running alongside the image states that lash inserts were applied to Miss Fox's eyes before the product was applied.
The disclaimer is at complete odds with the copy in the ad, which reads: Is your volume true? Or false? LastBlast gives you true volume.