Rimmel Break Rules In Kate Moss Mascara Ad

By: Kerry | October 3, 2007

Rimmel the cosmetics firm which uses Kate Moss as its model has been found to have broken the rules by “digitally enhancing” her eyelashes in a mascara ad.

According to advertising watchdog the Advertising Standards Authority the agency behind the campaign denied the supermodel wore false lashes on the shoot but gave no evidence to prove it.

Watchdog said that the TV commercial’s claim that the mascara gave “70% more lash lift” could mislead viewers because it referred to a change in appearance, not actual lash length.

The ASA found the Rimmel magazine advert featuring Kate Moss in breach of advertising rules relating to truthfulness and substantiation.

And the Rimmel TV commercial for the same mascara broke rules relating to misleading advertising and evidence.

The ASA told Rimmel not to repeat the advert in its present form and to include a disclaimer in future adverts if post-production techniques or false eyelashes were used to improve appearance.

I personal have brought this brand of eye shadow which Is Rimmel’s “magnif’eyes mascara and I can tell you from my own experience that it does not really do what it says but that is just my opinion.

Have you tried this mascara if so do you think it does enhance your lashes?

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