Their muses were beautiful – none other than super model Christy Turlington and A-list actress Julia Roberts. However, instead of gracefully accepting their beauty and presence, L’oreal threw these precious gifts out of their childish playpen, wanting more flawless, newer versions for their Maybelline and Lancome products. The quick fix of the airbrushing tool appeared to be a happy ending for them. However thanks to All Walks campaign partner MP Jo Swinson; co-founder of the Campaign for Body Confidence, the ASA upheld complaints and removed L’oreal’s fictional reality. What an achievement.
The Campaign for Body Confidence has successfully removed previous adverts including the Olay anti wrinkle cream featuring Twiggy. No, I couldn’t quite believe it either.
Airbrushing has certainly gone too far. For a start, there is a guarantee that the product will always be a disappointment. That mascara you buy religiously will never make your eyelashes touch the sky, however many times you apply it. Then there is the comparison of your own reflection to that on the advert. It is so far from reality, that it is literally unreal.
The stronger women amongst us may well brush off the fact her mirror does not replicate the image of a film star, but there are many out there who will go to drastic levels to try to. It doesn’t say much for the media’s version of ‘ideal beauty’ when even a supermodel is no longer considered perfect enough to be left untouched.
When speaking about the ASA’s decision to remove the advert, Jo concluded that “this ban sends a powerful message to advertisers – let’s get back to reality.” We couldn’t agree more!
Words by Hanna Fillingham
Hanna Fillingham is a second year Journalism student at Cardiff University. She is currently interning for Caryn Franklin. Hanna has a blog here, and is on Twitter @hannafillingham