Liberal Democrat MP Jo Swinson complained that the L’Oreal adverts were “not representative of the results the products could achieve”. The Advertising Standards Authority agreed that the images were exaggerated and breached its code of conduct.
L’Oréal’s two-page ad featuring Roberts, who is the face of Lancôme, promoted a foundation called Teint Miracle, which it claims creates a “natural light” that emanates from beautiful skin. It was shot by renowned fashion photographer Mario Testino.
The ad for Maybelline featured Turlington promoting a foundation called The Eraser, which is claimed to be an “anti-ageing” product. In the ad, parts of Turlington’s face are shown covered by the foundation while other parts are not, in order to show the effects of the product.
L’Oreal admitted retouching but denied that the two adverts were misleading.