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Cara Delevingne’s Rimmel London Ad in U.K. Was Pulled for “Misleading” Consumers

Rimmel London has come under fire after an ad featuring Cara Delevingne was banned in the United Kingdom for exaggerating the effects of the brand’s ScandalEyes Mascara. The ad, which came out in December, claims that the mascara creates “dangerously bold lashes” with “extreme volume,” and shows Delevingne applying the product to achieve those exact results. Her lashes look seriously longer and thicker, but as it turns out it wasn’t just the mascara that was giving her lashes their bold look — it had some help, by way of falsies and Photoshop.

According to a report by The Guardian, the U.K.’s Advertising Standards Authority (ASA) claims that the brand exaggerated the “effects the product was capable of achieving” by using “post-production techniques” to make Delevingne’s lashes look fuller and longer, which is the exact effect of the mascara advertised by Rimmel London.

 

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