Fashion Trends – TO AIRBRUSH, OR NOT TO AIRBRUSH,…THAT IS THE QUESTION. ADS BEING BANNED ALL OVER EUROPE FOR BEING “MISLEADING”

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Rachel Weisz looks gorgeous for being 41-years-old, but her new ad for L’Oréal Paris has her appearing almost 20 years younger.

In fact, the UK’s Advertising Standards Authority has banned her new ad for Revitalift Clinical Repair 10. Apparently, the execs over the pond find the ad too misleading.They have a point there. Do people really believe an over-the-counter cream will remove so many wrinkles?

A rep for the ASA reveals:

“The beauty and advertising industries need to stop ripping off consumers with dishonest images. The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy [view HERE], Julia Roberts [view HERE] and Christy Turlington [view HERE], should act as a wake-up call.

We considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even. We therefore concluded that the image in the ad misleadingly exaggerated the performance of the product.”

As for L’Oréal, they have admitted to editing the photo a bit, but adds:

“The ad sought to represent Rachel Weisz as favorably as possible and therefore every effort had gone into ensuring the most flattering set-up. Rachel Weisz had been professionally styled and made-up and then lit and shot by a professional photographer in a studio setting. The photo was shot using a lot of light in order to make the picture more flattering and to reduce the appearance of imperfections in the ensuing image by giving the image a soft focus and lower resolution.”

Ok, now when I heard of this through insiders in the beauty industry, I nearly coughed up my apple martini!

Lets be honest, I am a fashion designer, and I love fashion because of the trends, the beauty , but most of all the FANTASY of remaking an individual through fabulous fashions and accessories. (keyword FANTASY). There have been many  airbrushed beauties that come across my desk, back in corporate, and many I have approved. But when does this “retouching ban” stop, and further more, where does it end? I can understand informed citizens of the world being concerned that waif models are being further manipulated to extreme inhuman propositions, that I get. But this ad clearly looks beautiful. Gently retouched to add an ethereal look to this good-looking woman, the ad is in good-taste, and beautiful to look at. I am a fan of Rachel Weisz, and have seen her face in many movies and videos. The woman is aging gracefully, to say the least. ( I mean come on, if she was the crpyt-keeper’s sister, with sagging wrinkles,deeper than the grand canyon, then I would have nothing to say.) I have heard that the ad businesses in Europe are frantically trying to come to some ‘aesthetic agreement’ with the ASA, with many in the industry throwing up their hands in dismay. Where does this ‘beauty censorship’ stop? If I am ever so lucky to participate in an ad campaign, I would hope for sure that there are a team of photoshop ‘beauty warriors’, mouses in hand, to make me look my very best, if not why even do the campaign to begin with?

What do U think of the ad?

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2 responses »

  1. You don’t need 2b airbrushed. You cld do the campaign w/out air brushing to show that some ppl are just naturally good looking. I think that 2many ppl have 4gotten that. Like “Oh!!! He already HAS good skin???? What are we supposed 2do w/this make up & these fog lenses?” Lol. YES!! It is possible 4 a normal person 2look healthy & attractive naturally. Nothing against products or the industry, but some ppl don’t need as much help as others.

  2. It’s simple. It is fraud to sell items that do not do what a manufacturer claims. If a product is advertised for wrinkle removal and then the mfr uses airbrushed pictures instead of showing actual results, THAT IS FRAUDULENT ADVERTISING, and it’s is a crime. Prohibiting it is does not even come close to censorship. Show actual results…and if there are no results, well, create things that make people feel GOOD and they will want to buy. Fashion for many of us as designers has always been about art and self expression, seeing the beauty in and celebrating the individual at their best, in all times and walks of life. If the fashion industry wants to be relevant then it must keep up with an increasingly independent culture, driven by the young and boomers, that has been rejecting an old industry that tells them they are deficient. People recognize that the cosmetic and fashion industries make money by causing them (women chiefly) to feel insecure about their looks, their weight, their age. Guess what? They don’t like it. Guess what? They smell the sexism too. They don’t like it because they have to look in the mirror everyday and ultimately want to feel good about themselves and about life. People, including health care professionals, see that being inundated with phony images and dictatorial language about what is ‘beautiful’ causes real women and girls very REAL health problems, from bulimia to botched procedures (that have even killed) to depression and anxiety at being surrounded by warped, AIRBRUSHED images. Seriously, if any person in this business can’t be creative without lying to people and causing harm, then they should be selling cars instead.

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