Taylor Swift‘s eyelashes look unbelievably long in her campaign for CoverGirl’s NatureLuxe Mousse Mascara – so long, in fact, that the National Advertising Division finds their appearance dishonest and has discontinued the ad.
NatureLuxe promises to deliver “superior performance” in eyelash enhancement, claiming to double the volume of natural lashes while maintaining a more breathable formula than luxury brands offer. However, Swift’s particularly “enhanced” lashes are the result of more than just CoverGirl’s ambitious mascara. As the ad itself admits (albeit in super-fine print), her lashes were also digitally retouched in post-production, making them a feat of special effects.
After NAD cited the ad as dishonest, Procter & Gamble (CoverGirl’s manufacturer) agreed to never run it again. As NAD director Andrea Levine explained to Business Insider, “You can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then – in the mice type – have a disclosure that says ‘okay, not really.’ ”
This is the first major beauty ad to be banned in the United States, though such measures are less rare in the United Kingdom and Europe, where media-watch groups have adopted particularly aggressive anti-Photoshop stances.
Nevertheless, Taylor Swift “cover girl” status has reached new heights: she has just been confirmed for the February cover of American Vogue – obviously a major milestone for any singer. Interestingly, it’s also a domain where restrictions on image enhancement rarely apply.
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